CEM4Mobile for Mobile Network Operators

Tuesday, 13 March 2012

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Customer Experience Management & Analytics for Mobile Services For Insight and Understanding

Experience, Interaction and Engagement .

Rapid growth with limited visibility

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Within the next five years more users will connect to the Internet through

mobile devices than desktop PCs. Morgan Stanley, April 2010.

Focus on monitoring number of transactions without understanding about end-to-end experience, customer behaviour, trends, opinions or segments.

Lack of Visibility

The burden of fragmentation in mobile industry is just getting more challenging and impacting the behavior.

• 6800+ handset models • 20+ operating systems • 680+ mobile networks • 20+ mobile browsers…

Fragmentation

The need for mobile media measurement and analysis heavily increased as mobile services globally enjoy record breaking figures in usage.

Explosive growth


CEM4Mobile for Mobile Operators Introduction

• CEM4Mobile for Mobile Operators is a mobile Customer Experience Management (CEM) solution particularly designed for Mobile Operators need to understand end-users wireless device usage, optimise their customer dialogue and maximise the number of satisfied, loyal customers and brand advocates.

• The measurement focus is on interaction, experience and engagement, which directly impacts subscriber retention, profitability and lifetime value.

• The analysis extends to usage patterns, service ranking, market trends and particularly how different device, contract, content and user demographic combinations impact the behaviour.


CEM4Mobile for Mobile Operators Business drivers

Consumers no longer buy just mobile phones, they acquire a combination of device, services, voice and data plans. It’s the connected services that make people active, loyal and brand advocates. CEM4Mobile facilitates in: • Implementing device and service bundles based on customer

segment specific attributes and behavior • Becoming an information and entertainment broker with end-to-

end Quality of Experience assurance across all device and service combinations

• Continuously seeking critical insight and understanding of

customers' wireless experience and behavior



Strong need to shift business focus from being network-centric to consumer service-centric. CEM4Mobile facilitates in: • Increasing subscriber retention and creating new revenue streams by

exploiting subscriber information and offering personalized services based on end-users profile and behavior

• Monitoring digital services beyond the access layer, implementing

end-to-end network service controls, using subscriber demographic and behavior data across all screens and devices

• Making Customer Experience Management the center of your

strategy in order to drive your business based on customer-centric KPIs

• Exploiting network assets for providing premium end-to-end

experience and service quality



Increasing competition in saturated markets with plenty of options diminishes customer loyalty and profitability. CEM4Mobile facilitates in: • Increasing customer loyalty, retention and lifetime value by

keeping customers satisfied and engaged with compelling digital services

• Pushing multi-screen strategies to span the whole consumer

content experience to boost data traffic revenues together with customer value and satisfaction

• Converting visiting service users into network subscribers



The advent of “operator agnostic” application stores and over-the-top (OTT) players have made it increasingly difficult to analyze subscriber buying and usage habits. CEM4Mobile facilitates in: • Enforcing mobile data service intelligence for understanding data

usage patterns across all services and devices in the network • Using the same for creating insight and understanding on device,

digital service and demographic combinations that make subscribes active, loyal and brand advocates

• Optimizing marketing initiatives based on behavior insight for

increased competitiveness and subscriber retention



Mobile ecosystems are driving customer loyalty more towards to handset manufacturers and Internet brands than their mobile operator. CEM4Mobile facilitates in: • Increasing loyalty by producing and aggregating compelling,

relevant and well targeted services with assured network and service quality

• Increasing satisfaction by utilizing service and device portfolio

intelligence for distributing services that are easy to find, buy and use

• Increasing advocacy by listening to your customers and

measuring perceived quality using Voice-of-Customer (VoC) channels

Experience, Interaction and Engagement . Tuesday, 13 March 2012

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Capabilities

Mobile users in the centre of the analysis

Opinions & Values

Behaviour

Environment

Welcome back!


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The CEM4Mobile Solution

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VoC Surveys

Mobile Networks

Wi-Fi

Mobile Analytics

Customer Experience

Management

Device-centric data collection

Network-centric data collection

Site-centric data collection

Voice-of- Customer

Profit

Customer & Market Insight

CEM4Mobile Metrics CEM4Mobile Surveys

Measurement

CEM4Mobile Ranking CEM4Mobile Analytics

Engagement Experience Interaction

Active, Loyal and Advocate Customers


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External CRM, BI/CI Analytics, Mobile Marketing, Policy Control… systems

Critical Lag Messaging

Customer Experience Management for Mobile Services

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Data Feeds Customer

Assets Relationship

Analysis Impact

Analysis

Open Export Interface Transaction & Messaging

Interfaces

Segmentation & Cross Analysis

Interaction, Experience and Engagement Measurement

Capability Analysis

VoC Interactions

Environment Analysis

Behaviour Analysis

Digital Services

Outbound Marketing

Channels

Experience Engagement

Loyal Advocate Active

Inactive or Casual Wireless Customers

Interactions


CEM4Mobile for Mobile Operators General overview

Integration by importing data from operator’s network (Transaction API) -Demographic data -User location -Post paid, pre-paid status -Flow-through, internet service events

Operator’s / partners Mobile Services

Mobile Surveys

Mobile Operator Network

Integration of Voice-of- Customer data

Integration by server side or application tracking

3rd Party Mobile Services


CEM4Mobile for Mobile Operators The solution

CEM4Mobile seeks to provide the complete picture, which provides insight into mobile user’s behavior, handset capabilities, environment, values and opinions as well as market trends. Capability Profiler provides an insight into the opportunities and challenges that the users devices are creating by detecting and cross-analyzing the users devices and highlighting segment specific similarities and restrictions Behavior Profiler reveals mobile customers usage patterns within a service; how and when they use the service and whether they are coming back. This makes it possible to analyze segment specific loyalty and churn, service behavior and amount of data used. Environment Profiler presents information about the end-users network performance, location, access point, previous URLs visited and language preferences. Opinions Profiler enables collection of direct feedback from end-users. The opinions module enables a fast and reliable channel for measuring perceived experience and for understanding end users subjective opinions and values. This information can also be cross-analyzed against collected behavior and traffic information.


CEM4Mobile for Mobile Operators Network monitoring (DPI)

• In network centric tracking, CEM4Mobile analyzes Internet services accessed from end-user devices through the cellular network. Typically the following services are captured into CEM4Mobile Analytics:

1. Browsing services: web/mobile sites, search engines, social networks

2. Mobile application stores: Apple store, Android Market, Nokia, Samsung Apps, Windows marketplace

3. Email, Webmail 4. Instant Messaging 5. Audio/Video streaming 6. Live games

• Actual network traffic capturing covers IP protocols related to

these services, for example GTP, HTTP(S), WSP, TCP, UDP, etc. • By default, the system automatically detects the major global

services such as Google services, Youtube, Facebook, Twitter, LinkedIn, Skype, eBay, etc.


4. CEM4Mobile INSIGHT – Opinions

• The service is based on the CEM4Mobile’s Survey product

• Survey enables an innovative way to collect valuable feedback from the end-users through mobile channels and establish a dialog with the current or potential customers.

• The results of the surveys can be viewed as individual reports and studied separately or, the results can be cross-analysed against user behaviour, environment and handset capabilities.

• The surveys can focus on a recruited panel, samples from the current customer base or on a selected focus group. The survey is presented through mobile optimized browsing pages.

• Questions can include single select, multi select, as well as free-text questions in several languages.

• Surveys present a unique way to measure perceived service quality and cross reference results with network quality information.

Tuesday, 13 March 2012

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CEM4Mobile; user specific dashboards executive reporting


Profiling Users

Question Answer Pageviews Visits PV/ Visit Unique Users % of total unique users Bounce Rate

Average Visits Length [s]

Age Less than 18 1540 741 2,08 30 7 % 54,39 244,48

Age 18-24 1770 946 1,87 18 4 % 64,69 244,21

Age 25-34 3905 1996 1,96 54 13 % 58,12 219,83

Age 35-44 9675 3907 2,48 94 23 % 40,44 294,27

Age 44-54 12101 4293 2,82 110 27 % 24,88 320,68

Age 55-64 4583 1652 2,77 80 20 % 36,26 298,94

Age 65- 2863 765 3,74 16 4 % 15,29 374,34

The biggest age group in this service is 44 -54 years

Users with less than 34 years have least pageviews per visit and are more likely to bounce from the service

Most of the users are older than 35 years (74%), they spend more time on the service and browse thru more pages than the younger users Option for targeted marketing?

Identifying service compatibility among handsets

Handset Manufacturer Handset Model User Status Pageviews Visits PV/Visit Unique Users Bounce Rate

Average Visits Length [s]

Apple iPhone New 276453 180759 1,53 180252 84,47 34,50

Apple iPhone Returned 871592 256757 3,39 24314 37,02 192,06

Apple iPhone Loyal 256069 80708 3,17 2081 38,64 199,57

Apple iPhone Dormant 18177 5908 3,08 5176 44,84 131,53

Apple iPhone Churned 9913 3347 2,96 3261 46,64 120,44

Nokia E71 New 75928 30714 2,47 29710 55,21 115,34

Nokia E71 Returned 568880 185718 3,06 14554 39,03 196,74

Nokia E71 Loyal 177138 62650 2,83 1760 41,50 195,22

Nokia E71 Dormant 9713 3434 2,83 2965 42,92 139,37

Nokia E71 Churned 5003 1787 2,80 1734 41,41 148,50

iPhone users are very critical, they will not return to the service if the first impression is not good

In case iPhone users are satisfied with the service, they will use it heavily in terms of pageviews and visit length and are not likely to bounce from the service

New Nokia E71 users are more likely to convert into returned and loyal users compared to iPhone users

Finding most cost effective marketing channels

Domain Name User Activity Pageviews Visits PV/ Visit Unique Users Bounce Rate Average Visits Length [s]

Direct traffic First-timer 420818 200525 2,10 200519 57,94 97,44

Direct traffic Daily user 836436 393728 2,12 50940 43,08 97,14

Direct traffic Weekly user 315945 153896 2,05 46052 41,70 68,80

Direct traffic Monthly user 35286 16129 2,19 14495 41,87 83,79

mobile.nokia.mobi First-timer 66851 26137 2,56 26137 44,43 125,10

mobile.nokia.mobi Daily user 11898 4391 2,71 1347 32,79 159,28

mobile.nokia.mobi Weekly user 6284 2443 2,57 1127 31,40 113,24

mobile.nokia.mobi Monthly user 939 394 2,38 378 37,82 113,81

www.google.com First-timer 9675 3566 2,71 3566 41,19 131,37

www.google.com Daily user 2718 1060 2,56 350 21,42 106,61

www.google.com Weekly user 1284 519 2,47 308 27,75 93,63

www.google.com Monthly user 306 107 2,86 103 20,56 114,50

Users coming directly to the mobile service are most likely to become active users. They know what they are looking for, thus creating shorter visits and less pageviews per visit

The conversion from first-timer to daily users differ greatly between different referrers (Direct traffic 25%, www.google.com 10%, mobile.nokia.mobi 5%. The marketing channel is more effective if it creates active users

http://www.google.com/

How special events affect mobile services (1/2)

Iceland Volcano

iPhone Campaign begins

First of May

Summer season begins

Soccer World Cup

The iPhone campaign created lot of new users and visits to the service, but the pageviews were not increased

The first of May had a great negative impact on daily pageviews

The summer season decreased significantly the pageviews, but only slightly the visits and unique users

The Soccer World Cup created high peaks during weekends in pageviews, slight increase in visits and unique users

How special events affect mobile services 2/2

Iceland Volcano

iPhone Campaign begins

First of May

Summer season begins

Soccer World Cup

The iPhone campaign suffered greatly on the First of May celebrations, causing clear decrease on new users

The iPhone campaign has created a slight increase in the returned users, but compared to the high number of new users during the campaign, the results are poor

The Soccer World Cup has created peaks of new users during the weekends

Basic functionality:

Ability to provide QoE alerts and alarms quickly (real time analytics)

Scalable solution

High Availability

Integrated seamlessly into the Analysis/Reporting solution

Solution Principle:

Monitoring and alarm functionality is built in line with existing analysis and

reporting functionality

Utilizing existing scalability and HA configurations

Dual data “pipelines” for providing improved pass-through times

Monitoring and alarm data assigned a priority track for faster pass-through

Parallel monitoring database for troubleshooting

DB layout and operation optimized for real-time updates

DB contains only very short time (< 1day) history

DB also contains ongoing sessions for up-to-date view of situation

Service monitoring (2012) QoE based alerts and alams

Alert Message Identifies:

Trouble Symptoms

Identified trouble location

Trouble start time / end time

Reference to identified related network elements etc.

Content format depends on alert method (SMS, Email, SNMP)

Additional Information about the Trouble

The alert information is saved to the monitoring database

Ad-hoc queries with easy to use drag-and-drop tool

Viewing alert information and history through normal reporting UI

Observing traffic, behavior and service data related to the trouble through normal

reporting UI functions

Service monitoring (2012) Alerts and trouble shooting