Nokia Networks unveils two analytics services for operators to tap into $79bn market potential

With an to address the analytics services segment, Nokia has unveiled two initiatives  in the form of Nokia Ad Analytics and Nokia Big Data Consultancy - directed towards the telecom operator community.

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.

Nokia Networks has extensive experience in the collection, analysis and actioning of network data with operators through its leading position in Customer Experience Management (CEM), for example from CEM on Demand products and CEM Office services.

What the services offer:

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.

In an Asian country advertisers estimate a five-fold increase in conversion rates with Nokia Ad Analytics.

Nokia Big Data Consultancy expertise will assist operators in understanding their current big data landscape and building analytics models that can drive high value use cases.

Deepak Harie, Vice President Systems Integration at Nokia Networks, said: “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.”