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The following SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity. More about the SMART 100.
Mobile Application Analytics
This innovation initially came to life when…
…a major mobile operator in the UK approached our channel partner to see if they could help determine if smartphone applications (iPhone, Android, etc.) were causing congestion and outages in the mobile network. We quickly modified our mobile web analytics platform to analyse mobile application traffic and develop a series of new reports that provide unprecedented insight into smartphone application usage and associated network impacts.
WHAT & HOW
The purpose of this innovation is to…
…provide mobile network operators with unprecedented insight into data traffic generated by smartphone applications including iPhone, iPad and Android-based devices. This can be used as input to network design, marketing strategy or customer insights.
It does this by…
…analysing the raw data traffic generated by smartphones and other mobile devices as measured within the mobile network itself. Traffic from specific devices (iPhone, iPad, Google Nexus, etc.) and specific applications (browser, Facebook, Maps, Twitter, etc.) is identified and used to build a database from which detailed reports and graphs can be generated.
PURPOSE & BENEFITS
This innovation improves on what came before because…
…mobile operators currently have no visibility of how smartphone applications are impacting network capacity and performance. As the recent problems experienced by Vodafone and Optus have illustrated, mobile data usage is growing exponentially and operators are quick to point the finger at smartphones and mobile applications. However, they have no ability to identify which specific applications or devices are responsible.
Its various benefits to the customer/end-user include…
…quantification of smartphone application impacts on mobile networks as well as identification of the specific applications with the biggest impact. With our channel partner’s technology, the specific applications can be throttled or blocked to prevent adverse impacts on other subscribers.
COMPETITIVE LANDSCAPE
In the past, this problem was solved by…
Its predecessors/competitors include…
TARGET MARKET
It is made for…
…mobile operators who are struggling to understand what is driving mobile data usage and determine the most cost-effective way to manage this growth. Rather than blindly rolling out expensive network capacity, investments can be better targetted based on actual traffic usage profiles.
DISTRIBUTION STRATEGY
It is available for sale through…
…our two channel partners who are global mobile network infrastructure vendors and have hundreds of existing mobile operator customers. Our channel partners have established account, integration and support organisations so we only need to provide presales and technical support.
Our marketing strategy is to…
…work with our channel partners to market our solution to their existing customer base. With one channel partner we have an OEM agreement which will see our technology rebranded as their own. The other channel partner has an ‘innovation’ network of third parties including Amethon whose products are offered to existing customers.
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Melbourne: 1 June 2012
Sydney: 30 June 2012
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