Themes from Openwave's Mobile Analytics include upticks in
social networking site usage, an
analysis of mobile advertising click-through rates (CTR) that showed
clear advantages of targeted promotions; and the growing trend in
accessing mobile classifieds via the mobile device.Social networking remains the number one area of interest to mobile internet users with Facebook and MySpace being the top two search terms on both Google and Yahoo! OneSearch. In terms of average hits per session, MySpace leads Facebook by nearly 46 percent, suggesting that MySpace could become the preferred choice of mobile communication for a particular segment of an operator subscriber base and displace some of the most frequently used email offerings.
Openwave found that while AdMob served the most ads (nearly 7 times more than the nearest competitor), it also had the lower click through rate in comparison to Buzzcity and Microsoft. AdMob's lower CTR could be the result of generic ads that are not targeted or relevant to the subscriber. .
Openwave Mobile Analytics also uncovered that Craigslist ranked number 7 within the top 10 search terms on Google, suggesting a trend towards mobile classifieds for jobs, housing, bargain priced goods and services during the current economic downturn. Using information collected from Mobile Analytics, operators can provide similar classified services to registered users based on their unique subscriber profiles.
Openwave's
findings were derived from an anonymous sample of actual customer logs
from a Tier 1 North American operator that were processed through
Openwave Mobile Analytics. Key mobile internet trends, as well as
recommendations for new revenue generating opportunities are
highlighted in the inaugural report.
"Subscriber data has always been part of an operator's asset base, however extracting this information and transforming it to gain subscriber insight has been lacking," said Dan Nguyen, vice president of product management and product marketing, Openwave. "In the current economic climate, better subscriber information and deep subscriber insight may help operators retain and gain customers. Openwave Mobile Analytics can provide operators invaluable insight to better understand and confidently predict user behavior patterns, as well as position themselves as important players in the mobile value chain."
Openwave, traditionally known for scalable, reliable mobile and broadband infrastructure solutions, has been building its portfolio of solutions and services that help operators monitor, manage, and monetize the mobile internet. The company's Mobile Analytics product is one of these new solutions. Openwave provides mobile analytics to Tier 1 and Tier 2 mobile operators globally.
"Subscriber data has always been part of an operator's asset base, however extracting this information and transforming it to gain subscriber insight has been lacking," said Dan Nguyen, vice president of product management and product marketing, Openwave. "In the current economic climate, better subscriber information and deep subscriber insight may help operators retain and gain customers. Openwave Mobile Analytics can provide operators invaluable insight to better understand and confidently predict user behavior patterns, as well as position themselves as important players in the mobile value chain."
Openwave, traditionally known for scalable, reliable mobile and broadband infrastructure solutions, has been building its portfolio of solutions and services that help operators monitor, manage, and monetize the mobile internet. The company's Mobile Analytics product is one of these new solutions. Openwave provides mobile analytics to Tier 1 and Tier 2 mobile operators globally.
ON
Leave a comment