BrandArena: Nokia Networks launches two analytics services for operators

Tuesday 8 September 2015

Nokia Networks launches two analytics services for operators

Nokia Networks launches two analytics services for operators to tap into $79bn market potential #NetworksPerform.

Nokia Ad Analytics opens up a new revenue stream for operators by offering value-add data to the advertising industry. With Nokia Big Data Consultancy operators can maximize the value of their big data platforms and monetize their network insights.

Nokia Ad Analytics works in cooperation between operators, advertising companies and Nokia Networks. The service extracts the right data from operator networks, anonymizes it, analyzes it according to target segments specified by the advertising agency, and enriches it with location data from maps and demographic data from public sources.  Nokia Big Data Consultancy builds on Nokia Networks' existing analytics and CEM expertise in big data architecture, network data insight, analytical modelling and value realization approach to help operators reduce costs, improve customer experience and grow subscriber revenue.

"The mobile advertising market is booming, driven by large advertising platforms such as Google and Facebook. We are foreseeing that enriched data from mobile networks can help advertisers boost their revenue by up to 33 percent compared to advertising based on cookies. Nokia is the ideal partner to help operators realize this value in a rapidly expanding market. Nokia offers the deep telco expertise and analytics capabilities strengthened by location expertise to bring raw network data alive", said Deepak Harie, Vice President Systems Integration at Nokia Networks.

Sheryl Kingstone, Director, 451 Research, said: "The majority of current mobile advertising rely on cookies, which show a very low success with a conversion rate of less than 0.1%. With 43% of businesses being in pilot or planning stages, there is demand and will to pay for more contextual data that will help them deliver the right offer to the right consumer, on the right device, at optimal time."

A recent 451 Research Study assesses the Telecom Data as a Service addressable market to be $24.1 billion in 2015 and to grow to $79bn in 2020. Two of the most promising use case areas are mobile advertising (estimated to grow from $5.6bn to $19.3bn) and proximity advertising (from $4.1bn to $15.4bn). Retail; Consumer Packaged Goods; and Governments are the verticals that have the biggest needs for telecom data.

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