Nokia Networks has launched two analytics services to help operators tap into a $79-billion market potential.
First, the Nokia Ad Analytics opens up a new revenue stream for operators by offering value-add data to the advertising industry.
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 Ad Analytics supports multiple advertising use cases, for example optimizing placement of outdoor advertising and messages on digital billboards. In online marketing, relevant promotions can be delivered based on lifestyle, habitat and status of the mobile subscriber.
Second, the Nokia Big Data Consultancy operators can maximize the value of their big data platforms and monetize their network insights.
This service 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.
“We are foreseeing that enriched data from mobile networks can help advertisers boost their revenue by up to 33% compared to advertising based on cookies,” said Deepak Harie, VP of systems integration at Nokia Networks.
According to a recent 451 Research Study, the total market of telecom data as a service is expected to reach $79 billion by 2020.
Two of the most promising use case areas are mobile advertising and proximity advertising, the research firm noted.