Wednesday, November 19, 2008

Gaining Subscriber Insights

Nokia Siemens published the results of a survey of mobile operators and mobile ISPs to determine their ability to use subscriber data for customer profiling. It shows that these operators have a long way to go and 53 percent of them say that their existing data does not allow for profiling and 46 percent say that the data they have is not analyzed quickly enough.

On interesting result was that the mobile operators are ahead of the mobile ISPs in real time analysis of user activity but that the ISP's have much more aggressive future plans. Today 16 percent of mobile operators perform real time analysis today compared to 10 percent of mobile ISPs. 47 percent of these operators plan real time analysis in the near term compared to 67 percent of the mobile ISPs.

The survey shows that the industry has a long way to go to make good use of the information that is available to them. They will have to make a lot of progress in this area in order to effectively sell and support the array of sophisticated services that they will be offering by 2020.

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