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Top considerations
in U.S. smartphone
purchases are: mobile
network quality, overall
monthly plan cost,
the brand name
of the mobile service
provider, the phone
and the data plan cost.
EXECUTIVE SUMMARY
In the United States and Western Europe, smartphones
now make up more than half of all active mobile telephones
in the marketplace. Monthly global data consumption from
individual smartphones will grow from 150MB in 2011
to 2.6GB in 2016.1 Meanwhile, adoption for more
data-intensive tablet devices has already reached more
than 50 million devices used via Wi-Fi or through mobile
networks, accounting for approximately 22 percent of U.S.
mobile device users2.
Despite this proliferation, Average Revenue per User (ARPU) is eroding for mobile
operators, as growth in data revenue has failed to offset declines in voice and text
revenue. Mobile operators are struggling to gain digital insights from subscriber
big data spurred by mobile media consumption. Mobile operators must bridge this
gap and provide customized products and services to maximize the subscriber
experience and drive growth.
Unlocking this opportunity requires a profound understanding of subscriber
behaviors from big data generated by usage of smartphones, tablets and other
connected devices. The top considerations in U.S. smartphone purchases are:
mobile network quality, overall monthly plan cost, the brand name of the mobile
service provider, the phone and the data plan cost3. In order to incrementally
capture, retain and grow their subscriber bases, mobile operators must more
effectively maximize the utilization of big data. By effectively leveraging
their existing big data assets, operators can generate actionable insights
that enable them to:
Develop effective marketing strategies to increase ARPU (e.g. new tariff plans)
Acquire the next best devices for their networks to attract new customers
Improve coverage and Quality of Service (QoS) to retain customers
COMSCORE SUBSCRIBER ANALYTIXTM MARKETING is the software solution
for mobile operator marketers that provides clarity and insights, which give
universal context to subscriber digital behaviors. The solution delivers a relevant,
agile and intelligent service that drives customer lifetime value. Subscriber Analytix
Marketing goes beyond the current market offerings by bringing data transparency
to mobile operator business units.
1) Cisco. Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2011-2016. February 2012
2) These statistics were compiled in December 2012 from comScore TabLens.
3) These statistics were compiled in December 2012 from comScore MobiLens.
Maria Quan
comScore, Inc.
+1 571 306 6458
subscriberanalytix@comscore.com
FIGURE 1
Subscriber Analytix
Marketing
COMSCORE SUBSCRIBER
ANALYTIX MARKETING
Network Data
GGSN, network
probes and
proprietary data
Data
Collection
& Aggregation
Data
Enrichment
Analytics and
Reporting
Data collection,
anonymization
and data
aggregation
Digital assets:
web, devices,
apps, services
Reports,
dashboards, bulk
data exports
Mobile operators
have yet to
effectively utilize
categorization
and granular
segmentation
in digital
measurement.
Google Sites
92.6%
75.1%
Facebook.com
Sites
69.0%
Yahoo! Sites
Pandora.com
Apple Inc.
40.9%
39.0%
9) These statistics were compiled in December 2012 from comScore Mobile Metrix 2.0.
Connected device proliferation has also led to increased use of mobile browsers
to view and stream content from publisher websites. 52.1 percent of the total mobile
audience in the U.S. used mobile browsers and the U.S. total audience growth was
23.9 percent. Among EU5 mobile subscribers 47.5 percent used mobile browsers
and the EU5 total audience growth increased 32 percent from the prior year.10 The
U.S. top media properties are Google, Facebook, Yahoo, Wikimedia Foundation, AOL
and Amazon. This reveals that consumers heavily participate in a wide range of mobile
activities from research, social networking, shopping and music and video streaming.
88.4%
Google Sites
59.1%
Facebook.com
Sites
55.5%
Yahoo! Sites
52.9%
Amazon Sites
Wikimedia Sites
FIGURE 3
Top U.S. Media
Properties by Mobile
Browser Access
Source: comScore
Mobile Metrix,
November 2012
39.7%
The continued adoption of connected devices provides incremental reach for mobile
operators and digital service providers. If mobile operators can identify existing
subscribers who already consume a significant amount of mobile media, incremental
revenue in the form of premium data services or device attachment campaigns.
Apple Inc.
11,635
2,944
Facebook.com
FACEBOOK
7,292
10,112
9,857
Google Sites
9,803
8,545
Yahoo!
Pandora
4,700
3,454
Amazon
Wikimedia
10,307
235
Application Access
Browser Access
7,920
FIGURE 4
Selected U.S. Media
Properties by Unique
Visitors (000) via Apps
or Browsers (Age 2534 Year Olds).
Source: comScore
Mobile Metrix,
November 2012
7,647
5,847
Average viewers
in the U.S. watched
almost 220 videos
per month via PCs.
FIGURE 5
U.S. Application
Usage for OTT Services
Unique Visitors (000).
Source: comScore Mobile
Metrix 2.0, November 2012
Jun-2012
Jun-2012
Skype
Skype
Jul-2012
Aug-2012
Jul-2012
Aug-2012
Facebook Messenger
Facebook Messenger
Sep-2012
Oct-2012
Sep-2012
Oct-2012
WhatsApp Messenger
WhatsApp Messenger
Nov-2012
Nov-2012
Viber
Viber
The original OTTs were not application-based, but rather physical calling cards
that required heavier user interactions. These evolved into voice over internet
protocol or VoIP services utilized on personal computers. Today, most OTTs, such
as Skype, Facebook Messenger and texting OTTs, are seamless and growing
in adoption from either applications or browsers. In just five months Facebook
Messengers reach doubled to almost 10 percent of U.S. smartphone users.12
As the access conduits for OTT application downloads and services via browsers,
mobile operators still have the opportunity to take a share of this revenue pool via
partnerships or creating new services of their own.
3G TO 4G: SUBSCRIBERS DEMAND FASTER
SPEEDS AND BETTER QUALITY
The higher frequency of application usage and mobile browsing requires more
data, faster browsing speeds and better quality service. As 3G data consumption
increases, subscribers require streaming and other data-intensive services.
comScore Video Metrix reports that there are over 182 million monthly unique
viewers of online streaming video in the U.S. via personal computers. The average
viewer watched almost 220 content videos per month. Of this audience, 153 million
streamed video via YouTube.13 As PC video usage continues to increase, operators
plan to accommodate mobile video usage growth by continuing to invest in 3G
and 4G networks. These upgraded networks bring faster access and higher quality
services, including high definition (HD) video and HD voice. These HD services
11) These statistics were compiled in December 2012 from comScore Mobile Metrix 2.0 and MobiLensTrend.
12) These statistics were compiled in December 2012 from comScore Mobile Metrix 2.0.
13) These statistics were compiled in December 2012 using comScore Video Metrix.
require more bandwidth and data consumption than their legacy formats creating
a consumer need for more affordable and flexible data plans. As subscribers
migrate to more data-intensive services and 4G networks, it is imperative for mobile
operators to recognize and capitalize on the next big streaming services.
SHARED DATA PRICING PLANS AIM TO CAPITALIZE
ON SUBSCRIBER DEMANDS
In the past, mobile operators offered separate voice, text and data allotments.
In response to device proliferation, mobile operators in parts of Western Europe,
North America, East Asia and Australia are offering a new iteration of tariff plans
that feature shared data usage. Shared data usage grants subscribers specific
data usage allotments to distribute among multiple devices for a nominal fee.
In the U.S., Verizon Wireless introduced its Share Everything plan while AT&T
introduced its Mobile Share plan. Under these plans, subscribers pay $10
monthly to add each new device to their individual account. Subscribers receive
unlimited voice, text and sharable data allotments for up to 10 connected devices
with the ability to utilize smartphones as mobile hotspots within the account data
allowance at no additional charge.
These plans encourage subscribers to connect more devices to their mobile network
accounts, resulting in greater data usage and revenue. The development of new
shared data plans reflects the strong focus that mobile operators have placed on
increased data revenues as well as the commoditization of voice and text services.
As subscribers bring new devices to the mobile network, the operators aim to reap
higher financial rewards with dramatically increased data usage.
THE UNTAPPED VALUE IN SUBSCRIBER BIG DATA
HELPS CREATE NEW REVENUES
With the proliferation of smartphones, along with higher mobile app and browsing
usage and the 4G network overhauls, mobile operators must prepare for
significant increases in big data streams. According to Cisco, average monthly
smartphone traffic will grow from 150MB to 2.6 GB in 2016, while global tablet
traffic alone will exceed 1.1 exabytes (1.1 x 1018 bytes) roughly the amount
of mobile data traffic worldwide in 2011.14
Mobile subscriber big data records capture all behaviors from an opted-in
subscribers session, including: subscriber profile, location, time, frequency, device
type, operating system, browsing, streaming usage, the media accessed, data
consumption and tariff plans. To stay competitive in the market, mobile operators
must store and derive value from this massive amount of information while also
respecting subscriber privacy and ensuring transparency through clear opt-in/
opt-out processes. The mobile operators that can immediately capitalize on this
value in their subscriber big data will gain market share and stay ahead of their
competition by being the first to develop new revenue streams.
10
14) Cisco. Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2011 -2016. February 2012.
11
Todays analytics
solutions must
undergo costly
and lengthy
customizations
to be ready for use
by marketers.
13
A proprietary opt-in global panel of two million people, which provides rich
information on audience demographics and consumer digital engagement.
The comScore Census NetworkTM (CCN) is one of the largest and most
comprehensive big data repositories on digital activity in the world.
It provides census-level reporting for over one million websites globally and
processes server-level data (over 1.5 trillion events per month) for sites and
apps all over the world. CCN captures visitation, ad exposure, video usage,
search information and more, across connected devices, including PCs,
smartphones and tablets.
comScore combines these data sources using its Unified Digital Measurement (UDM)
technology to provide an uniquely person-based (as opposed to cookie-based)
measurement solution. These assets are woven into comScores entire product suite in
ways that enable customers to quickly derive meaning and insights from all available data
and to leverage all digital channels so as to maximize the growth of their businesses.
14
FIGURE 6
comScore Proprietary
Data Assets
Online
Advertising
Website &
App Usage
Video
PC
TV
GAMING
E-Commerce
SERVER
SMART
PHONE
PANEL
Search
POS
Online
Behavioral
Profiles
TABLET
comScore Data
assets come from
an opt-in global
panel of two million
Demographic
Profiles
comScore
Census Network
worldwide.
15
With Subscriber
Analytix Marketing,
mobile operators
leverage comScore
data assets to gain
an unparalleled
competitive advantage
that allows them
to compare their
subscriber data usage
to the market at large.
THE SOLUTION
comScore Subscriber Analytix Marketing is the digital
software solution that provides insights on subscriber
digital preferences and behaviors, so mobile operators
can make intelligent decisions that drive demand for their
products and offerings. Subscriber Analytix Marketing is
distinct in the analytics market for its use of proprietary
digital taxonomy to enrich existing mobile operator data
streams, the display of relevant user-ready executable
insights and the capability to use independent information
from comScore data assets.
For mobile operators, Subscriber Analytix Marketing offers:
A collection of agile and user-ready reports that delve into media consumption
segmented by types of data services, volume, devices, tariffs and customer interests.
Digital intelligence insights based upon a variety of data streams from the
mobile operator and data from comScore proprietary assets.
With Subscriber Analytix Marketing, mobile operators leverage comScore data
assets to gain an unparalleled competitive advantage that allows them to compare
their subscriber data usage to the market at large. For example, visibility is given to
the most widely used applications and browsing sites on mobile networks. When
compared to the global perspective on apps and sites from comScore proprietary
data, operators can begin to assess the next potential data-intensive rising-star
services. This provides a new avenue for service revenue and the possibility of
additional shared revenue opportunities.
Subscriber Analytix Marketing incorporates the comScore Web Dictionary,
the comScore Device Classification Dictionary, the comScore Application
Dictionary as well as Protocol and Streaming Methodologies:
The comScore Web Dictionary, consistently enhanced for 13+ years,
contains more than one million URLs with six tiers, 30 top-level categories
and more than100 sub-categories that map individual web URLs
to meaningful web entities or properties. It segments connected device
usage into content categories.
17
Ingests billions
of raw records...
NETWORK DATA
MULTIMEDIA
& BROADBAND
Handsets, Routers
Tablets, Dongles
USAGE
GGSN, DPI, Data,
Voice, SMS, Billing,
CRM Data, Other
Proprietary Data
18
SUBSCRIBER
ANALYTIX
MARKETING
DICTIONARIES
Apps, Web,
Services, Devices
METHODOLOGIES
Streaming, Protocol
ENRICHED
REPORTING AND
ANALYTICS
to generate
differentiated insights.
CAPTURE
Customer
acquisition
RETAIN
Customer
retention
GROW
Margin
optimization
19
The identification
of the next rising-star
application before
it becomes mainstream
can dramatically impact
user adoption.
USE CASES
By utilizing comScores proprietary dictionaries to
categorize browsing interests and granular segmentation
down to applications, devices, URLs and methodologies
for streaming and protocols, Subscriber Analytix Marketing
transforms subscriber big data into executable insights.
comScore use cases show the projected results
of Subscriber Analytix Marketing to capture, retain and
grow subscribers with global Tier 1 operators.
CAPTURE AND RETAIN:
REFINING DATA ALLOWANCES AND PRICING
Current Situation Mobile operators typically have difficulty accurately sizing
or dimensioning tariff plans for data usage. Data allowances can be under or
overestimated, resulting in frustrated subscribers, who may experience throttling
and possible overage charges. Apprehensive subscribers may then limit the
amounts of data they consume via the mobile operator.
Subscriber Analytix Marketing Impact With Subscriber Analytix Marketing,
mobile operators can identify usage propensities with more in-depth categorization
of subscriber behaviors. This insight gives mobile operators the ability to create
new relevant tariff plans with appropriately sized data allowances. These more
attractive plans can improve customer acquisition and satisfaction for the mobile
operator.
Projected Result for Client A European mobile operator with one million
potential premium data subscribers presents newly dimensioned tariff plans. These
subscribers already pay 20 for a basic plan. With a two percent adoption of the
new premium plan, they pay an extra 10 per month, this would result in extra
revenue of over 2.4M annually.
21
22
23
comScore Subscriber
Analytix Marketing
empowers mobile
operators with essential
insights to capture,
retain and grow
their subscribers.
CONCLUSION
As connected devices proliferate, mobile operators must
seize the opportunity to create the most ideal offerings
for their customer needs. comScore Subscriber Analytix
Marketing empowers mobile operators with essential
insights to capture, retain and grow their subscribers.
Through relevant digital categorization, mobile operators
achieve a deep understanding of subscriber behaviors
and media content consumption.
Marketers glean ways to enhance marketing campaigns from agile user-ready
reports that segment media consumption by types of data services, volume, devices,
tariffs and customer interests. Subscriber Analytix Marketing provides a superior
level of digital intelligence derived from disparate data streams, including operator
data and data from comScores proprietary assets.
Subscriber Analytix Marketing enables mobile operators to:
Provide the best and most relevant devices for customer lifestyles.
Properly incentivize subscribers to renew with customized proposals.
Select the next best applications, services and devices.
25
Subscriber Analytix
Marketing provides
a superior level
of digital intelligence
derived from disparate
data streams, including
operator data and
data from comScores
proprietary assets.
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Maria Quan
comScore, Inc.
+1 571 306 6458
subscriberanalytix@comscore.com
www.comscore.com