Nokia Networks has unveiled two analytics services for operators, Nokia Ad Analytics and Nokia Big Data Consultancy.
Nokia Ad Analytics works in cooperation between operators, advertising companies and Nokia. It extracts the right data from operator networks, anonymizes it, analyzes it according to target segments specified by the advertising agency. It also enriches it with location data from maps and demographic data from public sources. Nokia Ad Analytics supports multiple advertising use cases, such as optimizing placement of outdoor advertising and messages on digital billboards. In the online marketing, relevant promotions can be delivered based on lifestyle, habitat and status of the mobile subscriber.
In comparison, Nokia Big Data Consultancy builds on the company’s existing analytics and CEM expertise in big data architecture, network data insight, analytical modeling and value realization approach to help operators reduce costs, improve customer experience and grow subscriber revenue. Nokia’s expertise will assist operators in understanding their current big data landscape and building analytics models that can drive high value use cases.
Underlying the potential of the offerings, 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).
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http://networks.nokia.com/portfolio/latest-launches
