For many mobile operators, mobile data usage is simply a trend line that is growing at an unprecedented rate rather than a phenomenon that is understood and accurately forecast.
Amethon’s Mobile Analytics allows you to break down and understand mobile data usage across a wide range of dimensions such as device brand and model, smartphone operating system and mobile application.
Mobile operators are moving beyond traditional segmentation models based on demographics or payment method and looking to categorize subscribers based on usage, activity or behavioural traits.
Amethon’s Mobile Analytics provides access to the rich vein of information about subscribers from their mobile data usage which can be used to as part of strategic or micro-segmentation models.
As smartphone users move away from operator provided value added services towards mobile apps and over-the-top (OTT) services, mobile operator marketing staff are losing touch with their customer base.
Amethon’s Mobile Analytics provides detailed preference and behavioural insight into individual subscribers as well as the ability to export lists of subscribers based on common activity or characteristics.
The growth in smartphone and mobile application usage has seen a corresponding growth in calls to customer care centers by consumers seeking to understand why their data usage is so high. Customer care staff cannot identify the specific mobile applications or services which led to high data usage and may end up waiving or discounting the mobile data charges to placate the subscriber.
Governments and regulatory authorities are also becoming aware of this issue and are encouraging mobile operators to offer tools to allow consumers to better manage their data usage.
Amethon’s Mobile Analytics provides the ability to track each the specific mobile applications or sites associated with each subscriber’s data usage. This information can then be made available to customer care staff or directly to the subscriber via the operator self-care portal or application.
With more than 600,000 apps in both the Apple and Android application stores, it is inevitable that many of these applications represent a threat to individual subscribers and the network as a whole.
Badly designed or defective apps can generate excessive data usage, increase network signalling loads and reduce battery life with a number of high profile network outages in the US and Japan traced back to individual mobile apps .
Amethon’s Mobile Analytics provides the ability to identify problematic applications and services at an early stage allowing the operator to take proactive steps to minimise the impact on individual subscribers or the network as a whole.