The rapid rise of smartphones and mobile internet usage has driven a new set of rich data through mobile operator networks. Efficiently abstracting actionable intelligence from this raw data is challenging. However, it can deliver significant value to support business decisions for operators and their ecosystems. With the tools to capture, analyze and report the data — quickly and effectively — they can gain a deep awareness of subscriber usage that leads to new revenue streams and increased profitability.

This information can also be used to empower and educate subscribers about their mobile data usage, reducing the likelihood of mobile data 'bill shock' and reducing calls to the customer call centre.

For mobile content publishers and mobile marketing agencies, standard web analytics technologies cannot be fully applied to mobile portals and mobile internet browsing due to the inherent limitations and variations in mobile phone browsers.

Amethon's Mobile Analytics solution has been developed to address these diverse requirements. Designed to be integrated into the mobile operator, content publisher or marketing agency network it provides near real-time analysis of mobile subscriber application and browsing activity and trends.

How it works

Mobile Analytics collects, analyses, summarises and aggregates mobile data traffic in near real-time providing access to a wide range of reports and metrics through an intuitive yet fully-featured business intelligence platform. This means that reports are generated in seconds - not minutes, hours, days or weeks - and without the need to engage business analysts and data warehouse staff.

Collection of raw mobile data traffic depends on the specific application and deployment scenario. For mobile operators, this typically involved post-processing existing logs files generated by gateways, proxies, DPI nodes or network probes. For content publishers and mobile marketing agencies, our proprietary packet collection appliance is installed within the web server environment.

The types of statistics provided includes:

• Bandwidth (total, average per visit, total per file type)
• Transactions (average per visit, number of downloads, page view breakdown)
• Sessions (entry page, average duration, click paths, referring search engine)
• Subscribers (browser type, user agent, operating system)
• Operating system (iOS, Android, Blackberry, etc)
• Mobile applications (YouTube, Facebook, Twitter, etc)
• Content categorisation (Adult, Video, Social, Ad Networks, etc)
• Handsets (make, model, screen resolution)
• Mobile Operator (country of origin, operator name)
• Geo Location (country of origin, RDNS lookup)