Welcome!

News Feed Item

Exchange of Subscriber Context Data between Mobile Operators and Brands Could Generate $44 Billion Annually

Syniverse today announced that the global market for advanced services based on mobile context insights could be worth as much as $44 billion annually. In the future, evolved and highly personalized mobile context insights may be worth much more, depending on consumers’ willingness to opt in and engage. A research report for Syniverse from economists at SEEC values the market for operators providing services to brands based on end-user context data and proposes a sustainable long-term market structure with balanced, mutual benefit between operators, brands and consumers.

Mobile context is the insight into subscriber information, behavior and location that is available to operators and that can be offered to brands for the purpose of improving customer engagement and experience, resulting in increased brand loyalty and revenue. The economists at SEEC worked with Syniverse to model and value the mobile context opportunity and identified two distinct markets -- context by geo-segment and context by individual:

  • Context by geo-segment - Operators provide information about anonymous subscribers in specific locations to brands targeting precise geo-markets. The value of this model is calculated to be as much as $44 billion to mobile operators annually.
  • Context by individual - Operators offer highly specific individual subscriber data to a single brand partner to provide tailored offers or information. The varying characteristics of particular vertical markets complicate the valuation of this market overall, but the opportunity may be worth even more than the context-by-geo-segment market. Calculations around just one use case – “Location-Based Fraud Services” – suggest a global opportunity for operators of $3 billion annually.

“Mobile context is the key to unlocking the full potential of mobile for consumers, the companies they trust and the operators that serve them. But while the revenue potential is phenomenal, success is dependent on delivering mutual benefits to all three parties,” said Jeff Gordon, President and CEO, Syniverse. “Operators can access new markets and deliver enhanced subscriber experiences, expanding their position in the mobile value chain. Brands can embrace new engagement capabilities, enhancing customer relationships with unrivaled targeting. And consumers can gain new mobile experiences tailored to them as individuals, with stringent controls over their privacy and preferences.”

The optimum business model for the exchange of mobile context identified by SEEC is a “platform” market where insight from multiple operators is aggregated onto a single, neutral, trusted platform serving as a market maker. In the context-by-geo-segment market, brands could bid in an auction for segments of time for the exclusive right to deliver information to groups of subscribers in an audience. In the context-by-individual market, brands could target specific subscribers based on usage, demographics, location profile and more for specific uses.

“An aggregated platform model is critical -- a piecemeal, ‘bilateral’ market diminishes the overall value of the opportunity by imposing complex, costly requirements on brands to negotiate and maintain agreements with potentially hundreds of operators to achieve ubiquitous reach for their customer bases,” said Sam Brown, Founder and CEO, SEEC. “A platform reduces the cost to brands of market participation to obtain ubiquitous subscriber reach, and we estimate that without a neutral, trusted platform to aggregate context insight, the value of the context by geo-segment market could drop by as much as 75 percent.”

Challenges around aggregating content and maintaining privacy and security are nothing new in mobile. Roaming platforms aggregate subscriber data from multiple operators and create a bridge between operators without the need for countless individual relationships, thus delivering the frictionless mobile experiences end users demand.

Gordon added that Syniverse is perfectly positioned to deliver the aggregated platform model.

“With our position as a neutral, trusted mobile enabler at the center of the ecosystem, we have built the technology for the aggregated platform model, and we are actively engaged in proof-of-concept trials with major operators and brands around the globe,” Gordon said. “Syniverse has the existing relationships and the record of expertise and innovation to enable operators and brands to work together to deliver the mobile experiences today’s consumers expect via mutually beneficial business models.”

About Syniverse

Syniverse makes mobile work for the entire mobile ecosystem, including more than 1,500 mobile service providers, enterprises, ISPs and app providers in nearly 200 countries and territories. We deliver innovative cloud-based solutions that ensure superior end-user experiences through always-on services and real-time engagement. For more than 25 years, Syniverse has been simplifying complexity to deliver the promise of mobility – a simple, interoperable experience, anytime, anywhere. For more information, visit www.syniverse.com, follow Syniverse on Twitter or connect with Syniverse on Facebook.

More Stories By Business Wire

Copyright © 2009 Business Wire. All rights reserved. Republication or redistribution of Business Wire content is expressly prohibited without the prior written consent of Business Wire. Business Wire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
StackIQ has announced the release of Stacki 3.2. Stacki is an easy-to-use Linux server provisioning tool. Stacki 3.2 delivers new capabilities that simplify the automation and integration of site-specific requirements. StackIQ is the commercial entity behind this open source bare metal provisioning tool. Since the release of Stacki in June of 2015, the Stacki core team has been focused on making the Community Edition meet the needs of members of the community, adding features and value, while ...
Big Data, cloud, analytics, contextual information, wearable tech, sensors, mobility, and WebRTC: together, these advances have created a perfect storm of technologies that are disrupting and transforming classic communications models and ecosystems. In his session at @ThingsExpo, Erik Perotti, Senior Manager of New Ventures on Plantronics’ Innovation team, provided an overview of this technological shift, including associated business and consumer communications impacts, and opportunities it ...
SYS-CON Events announced today that Venafi, the Immune System for the Internet™ and the leading provider of Next Generation Trust Protection, will exhibit at @DevOpsSummit at 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Venafi is the Immune System for the Internet™ that protects the foundation of all cybersecurity – cryptographic keys and digital certificates – so they can’t be misused by bad guys in attacks...
Security, data privacy, reliability, and regulatory compliance are critical factors when evaluating whether to move business applications from in-house, client-hosted environments to a cloud platform. Quality assurance plays a vital role in ensuring that the appropriate level of risk assessment, verification, and validation takes place to ensure business continuity during the migration to a new cloud platform.
It’s 2016: buildings are smart, connected and the IoT is fundamentally altering how control and operating systems work and speak to each other. Platforms across the enterprise are networked via inexpensive sensors to collect massive amounts of data for analytics, information management, and insights that can be used to continuously improve operations. In his session at @ThingsExpo, Brian Chemel, Co-Founder and CTO of Digital Lumens, will explore: The benefits sensor-networked systems bring to ...
Deploying applications in hybrid cloud environments is hard work. Your team spends most of the time maintaining your infrastructure, configuring dev/test and production environments, and deploying applications across environments – which can be both time consuming and error prone. But what if you could automate provisioning and deployment to deliver error free environments faster? What could you do with your free time?
"We formed Formation several years ago to really address the need for bring complete modernization and software-defined storage to the more classic private cloud marketplace," stated Mark Lewis, Chairman and CEO of Formation Data Systems, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Cloud analytics is dramatically altering business intelligence. Some businesses will capitalize on these promising new technologies and gain key insights that’ll help them gain competitive advantage. And others won’t. Whether you’re a business leader, an IT manager, or an analyst, we want to help you and the people you need to influence with a free copy of “Cloud Analytics for Dummies,” the essential guide to this explosive new space for business intelligence.
Manufacturers are embracing the Industrial Internet the same way consumers are leveraging Fitbits – to improve overall health and wellness. Both can provide consistent measurement, visibility, and suggest performance improvements customized to help reach goals. Fitbit users can view real-time data and make adjustments to increase their activity. In his session at @ThingsExpo, Mark Bernardo Professional Services Leader, Americas, at GE Digital, discussed how leveraging the Industrial Internet a...
Ixia (Nasdaq: XXIA) has announced that NoviFlow Inc.has deployed IxNetwork® to validate the company’s designs and accelerate the delivery of its proven, reliable products. Based in Montréal, NoviFlow Inc. supports network carriers, hyperscale data center operators, and enterprises seeking greater network control and flexibility, network scalability, and the capacity to handle extremely large numbers of flows, while maintaining maximum network performance. To meet these requirements, NoviFlow in...
There will be new vendors providing applications, middleware, and connected devices to support the thriving IoT ecosystem. This essentially means that electronic device manufacturers will also be in the software business. Many will be new to building embedded software or robust software. This creates an increased importance on software quality, particularly within the Industrial Internet of Things where business-critical applications are becoming dependent on products controlled by software. Qua...
When it comes to cloud computing, the ability to turn massive amounts of compute cores on and off on demand sounds attractive to IT staff, who need to manage peaks and valleys in user activity. With cloud bursting, the majority of the data can stay on premises while tapping into compute from public cloud providers, reducing risk and minimizing need to move large files. In his session at 18th Cloud Expo, Scott Jeschonek, Director of Product Management at Avere Systems, discussed the IT and busin...
In addition to all the benefits, IoT is also bringing new kind of customer experience challenges - cars that unlock themselves, thermostats turning houses into saunas and baby video monitors broadcasting over the internet. This list can only increase because while IoT services should be intuitive and simple to use, the delivery ecosystem is a myriad of potential problems as IoT explodes complexity. So finding a performance issue is like finding the proverbial needle in the haystack.
"We host and fully manage cloud data services, whether we store, the data, move the data, or run analytics on the data," stated Kamal Shannak, Senior Development Manager, Cloud Data Services, IBM, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
With the proliferation of both SQL and NoSQL databases, organizations can now target specific fit-for-purpose database tools for their different application needs regarding scalability, ease of use, ACID support, etc. Platform as a Service offerings make this even easier now, enabling developers to roll out their own database infrastructure in minutes with minimal management overhead. However, this same amount of flexibility also comes with the challenges of picking the right tool, on the right ...