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TURNING BIG DATA INTO

MOBILE SUBSCRIBER INSIGHTS:

How Mobile Operators Can


Capture, Retain and Grow
their Subscriber Base

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.

FOR FURTHER INFORMATION,


PLEASE CONTACT:

Maria Quan
comScore, Inc.
+1 571 306 6458
subscriberanalytix@comscore.com

As illustrated in Figure 1, this solution enriches existing data streams for


enterprise reporting and analytics and supplies marketers with agile and tailored
user-ready reports.

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

CRM, billing and


handset data
integration

With Subscriber Analytix Marketing, mobile operators glean insights into


subscribers data consumption, browser and app usage, content categorization,
segmented data usage types and frequency. This provides operators with
the software platform to capture, retain, and grow subscribers in this new world
of connected devices.

THE CHANGING MOBILE


OPERATOR ENVIRONMENT
In the U.S. and Western Europe, the Average Revenue Per
User (ARPU) is under continuous pressure. In recent years,
falling voice and text revenue contributions to ARPU have
negated higher data revenues. In Q4 2011, U.S. operators
lost 96 cents in fees for voice services for every 52 cents of
new data service fees they acquired.4 Similarly, large Tier 1
European operators such as Telefonica Europe recognized
ARPU declines caused by decreased voice revenue.
The increase in data usage stems from the advent of smartphones, which has
heightened consumers appetite for mobile web connectivity. While early data plans
were costly and only affordable for affluent and enterprise subscribers, accessibility
to data has increased in recent years as price points dropped for basic plans.
However, many basic data subscribers remain conservative with data usage due to the
availability of free or inexpensive Wi-Fi options. Mobile operators need to incentivize
these subscribers by tailoring tariff plans and devices according to the subscribers
own preferences for mobile media consumption. For instance, insight into heavy sports
media consumers can show potential demand for sports event streaming and 4G
services. This may prompt mobile operators to develop specific event streaming and
device conversion add-on packages for tariff plans to maximize revenue.5

Mobile operators
have yet to
effectively utilize
categorization
and granular
segmentation
in digital
measurement.

RAPID ADOPTION OF CONNECTED DEVICES DRIVES


NEED FOR DIGITAL MEASUREMENT
Adoption rates for connected devices such as smartphones, mobile broadband
cards, tablets, e-readers and individual hotspots have skyrocketed.
comScore MobiLensTM found that in the U.S. and EU5 countries (comprised
of France, Germany, Italy, Spain and the UK), smartphones currently make
up more than half of all active mobile phones.6 Mobile broadband, according
to the International Telecommunications Union (ITU), had almost 1.1B active
subscriptions globally in 2011.7 Meanwhile, comScore TabLens reports that
U.S. tablet adoption exceeded 52 million devices used via Wi-Fi or through mobile
networks in the last three years.8
In fact, an entire industry has developed around these new devices. Connected
devices provide the on-ramp to digital services catering to subscribers needs for
4) Chetan Sharma, U.S. Market Update Q4 2011 and Full Year 2011, www.chetansharma.com/
U.S.marketupdate2011.htm (January 2012).
5) Mobile Europe, Telefonica Sees ARPU Decline as Data Grows and Voice Falls, www.mobileeurope.co.uk/NewsAnalysis/telefonica-sees-arpu-decline-as-data-grows-and-voice-falls (November 2011).
6) These statistics were compiled in December 2012 from comScore MobiLensTrend.
7) International Telecommunications Union. The World in 2011: ICT Facts and Figures. March 2012.
8) comScore. 2012 Mobile Future in Focus. February 2012.

For more information, please


visit www.comscore.com/
SubscriberAnalytix
or email:
subscriberanalytix@comscore.com

browsing the mobile web, accessing applications (apps) or downloading content.


As consumers have quickly adopted these digital behaviors, mobile operators have
yet to effectively utilize categorization and granular segmentation in their digital
measurements.
APPS PROVIDE INCREMENTAL REACH FOR MOBILE
OPERATORS AND MEDIA PUBLISHERS
Accelerated device proliferation and especially smartphone adoption have helped
to spur the growth of mobile apps and mobile browser services. Smartphone
operating systems, such as Apple iOS and Google Android allow third-party
developers to create mobile software applications on their systems. In the past,
most feature phones had proprietary operating systems and prohibited third-party
development in their environments. Todays more open platforms, coupled with the
swift adoption of smartphones, created a new world of apps where both content
providers and publishers can seek lucrative profits from investments in consumer
mobile application development.
Through connected mobile devices, subscribers can download these applications
in media stores, such as Google Play and iTunes. Subscribers can find a full range
of entertainment, social networking, business, lifestyle applications and more.
According to comScore Mobile Metrix, when using applications via smartphone,
sites owned by Google combined to show more than a 92 percent reach among
U.S. media consumers in November 2012.9 This includes Google Play that offers
Googles own applications, such as Maps and other non-Google applications.
FIGURE 2
Top U.S. Media
Properties by Mobile
Application Access
Source: comScore Mobile
Metrix, November 2012

Google Sites

92.6%

75.1%

Facebook.com
Sites

69.0%

Yahoo! Sites

Pandora.com

Apple Inc.

40.9%

39.0%

In November 2012, comScore MobiLens showed that 57 percent of the total


mobile audience in the U.S. used mobile apps and the U.S. total audience
growth was 16.8 percent year-over-year. In the EU5 the app world has a similar
grip on audiences, with 53.9 percent of the total mobile audience using mobile
applications. The EU5 total audience growth was 17.3 percent from the prior year.

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

OVER THE TOP SERVICES: FRIEND OR FOE TO MOBILE OPERATORS?


The increased availability of mobile connectivity via connected devices has also
spurred the development of more Over the Top, or OTT services. At present,
OTTs supply alternative services for voice, social networking, SMS or texts, instant
messages, video and more. Subscribers download OTT applications via their
mobile networks or other Internet access points. The mobile operator supports
only the data connection and does not typically share revenue with the OTT
application provider, leaving potential revenue behind.
10) The statistics on application and browser usage were compiled in December 2012 from comScore
MobiLensTrend.

For more information, please


visit www.comscore.com/
SubscriberAnalytix
or email:
subscriberanalytix@comscore.com

Average viewers
in the U.S. watched
almost 220 videos
per month via PCs.

In selected European countries and in the U.S., Viber is an example of an OTT


that is available for free calls, texts and picture sharing. From the European market
via the mobile app, the company received more than two million unique visitors.
In the U.S., Viber also received more than 1.8 million unique visitors with
an average of 70 minutes per visitor in November 2012.11 Unlike a traditional
mobile voice or texting service, Viber rides on top of the mobile network; as such,
operators do not receive any portion of voice or text revenues.
14,000
14,000
12,000
12,000
10,000
10,000
8,000
8,000
6,000
6,000
4,000
4,000
2,000
2,000
0
0

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.

For more information, please


visit www.comscore.com/
SubscriberAnalytix
or email:
subscriberanalytix@comscore.com

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.

LACK OF DIGITAL DATA ENRICHMENT AND RELEVANT ANALYTICS


PROHIBITS GROWTH
Mobile operators struggling with falling voice and text revenue and higher churn
rates need new growth levers. In order to overcome these challenges, mobile
operators must leverage complex and disparate streams of big data to obtain three
key perspectives:
1. Greater understanding and insight into subscriber behaviors and preferences.
2. Increased information transparency between business units through shared
awareness of subscriber insights.
3. Faster time to action with tangible options to capture, retain
and grow subscribers.
Marketing leaders at mobile operators must be prepared to capture and act
on subscriber big data as a foundational step in creating plans to grow revenue
and market share. However, they face a number of big data challenges including
processing, normalization, aggregation, storage, digital data enrichment, reporting
and analysis.
Digital data enrichment with categorization and segmentation of mobile media
consumption represents a major complication for mobile operators in their current
data environments. This method of classification or digital taxonomy was not
a necessity for mobile operators before smartphones. Now, the global proliferation
of connected devices has changed this requirement and digital data enrichment
is crucial in extracting the most out of any subscriber big data stream.

For more information, please


visit www.comscore.com/
SubscriberAnalytix
or email:
subscriberanalytix@comscore.com

11

Todays analytics
solutions must
undergo costly
and lengthy
customizations
to be ready for use
by marketers.

THE CURRENT ANALYTICS MARKET


Many third-party vendors pitch solutions to analyze
subscriber big data, but very few of these options are
highly relevant for marketing and business strategy
purposes. Mobile operators also have the option to
develop internal analytics. Each of these solutions has
positive and negative aspects but all must undergo costly
and lengthy customizations to be relevant and immediately
useful to marketers.
Third-party vendor services range from Deep Packet Inspection (DPI) to networkoriented analytics or general telecommunications analysis. The DPI and networkoriented vendors provide detailed information in reports typically intended for
engineers. As such, these are not easily manipulated or understood by business
end-users. Ultimately, the marketing end user is likely to invest additional time
to add demographic information or to recompile the report to make it more
relevant for their retail product propositions or market plans.
Meanwhile, the operator-developed analytics solution is extremely customized
and takes enormous time and capital investment to produce. This analytics option
has a large opportunity cost to the mobile operators who must reallocate or hire
new resources to develop the operator-specific tool. A better option is to deploy
an operator-ready analytics solution that can accelerate existing software and
hardware investments.
In addition, many of todays analytics options for operators lack the ability to bring
external information into their analyses. Many of these vendors simply cannot
obtain valid independent information, severely limiting comparative analysis
for mobile media consumption. Subscriber data usage from individual mobile
operators is not a large enough sample to create accurate patterns of global
Internet usage or to forecast potential subscriber behaviors. Mobile operators are
often unable to compare their subscriber behavior patterns with external macroenvironment trends.
Marketers at mobile operators need an analytics tool that imparts clarity and
granular segmentation of subscriber data usage and delivers macro-level context
to subscriber digital behaviors by delivering a relevant, agile and intelligent service.
Marketing leaders are hungry for a solution that can transform their vast amounts
of digital subscriber data and into insights to drive subscriber capture,
retention and growth.

For more information, please


visit www.comscore.com/
SubscriberAnalytix
or email:
subscriberanalytix@comscore.com

13

THE POWER OF COMSCORE DATA


Founded in 1999, comScore is best known as the
gold standard for measuring digital activity, including
website visitation, search, video, social, digital advertising
and e-commerce. comScore has assembled a unique
collection of data and technology assets that are woven
into each of its product suites.
comScore Data assets come from two major sources:

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

people and the


comScore Census
Network that
processes serverlevel data for over
1.5 trillion events
per month from
sites and apps

comScore
Census Network

worldwide.

Over 1.5 trillion Digital Interactions


Per Month
Measurement from 172 countries
Over 1.5 million domains
Greater than 85% of all devices

For more information, please


visit www.comscore.com/
SubscriberAnalytix
or email:
subscriberanalytix@comscore.com

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:

Relevant and timely categorization of digital behaviors into types of media


consumption such as browsing, applications or downloads.

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.

For more information, please


visit www.comscore.com/
SubscriberAnalytix
or email:
subscriberanalytix@comscore.com

17

The comScore Device Classification Dictionary is an essential device database


with more than 12,000 devices with 200 technical attributes. It serves to
aggregate numerous sources, such as Original Equipment Manufacturer (OEM)
specifications, Wireless Universal Resource File (WURFL) and User Agent
Profile (UAProf) into one central and standardized reference.
The comScore Application Dictionary identifies any applications generating
mobile traffic across specific mobile operator networks by filtering application
metadata and capturing key fields to decode them.
comScore Subscriber Analytix Marketing utilizes a specialized protocol
methodology that collects protocols and translates them into data
consumption categories, such as browsing, streaming audio or video, voice,
email and other interests.
Subscriber Analytix Marketing leverages specific comScore audio and video
streaming analysis methodologies, utilizing a combination of domain, host,
page, mimetype, application and protocol data. These methodologies enable
a variety of comScore monthly reports to size video and audio streaming
usage by website.
SUBSCRIBER ANALYTIX MARKETING FILLS THE GAP
IN DIGITAL DATA ENRICHMENT AND ANALYTICS
Unlike other solutions, Subscriber Analytix Marketing works within the existing
architecture of mobile operator networks to perform digital data enrichment and
to transform this enriched information into timely and relevant insights for mobile
operators. Mobile operators can take advantage of these new insights via Subscriber
Analytix Marketings dashboards that include digital measurement capabilities.
FIGURE 7
The Subscriber Analytix
Marketing Effect on
Mobile Operator Data

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

and applies digital


data enrichment via
comScores proprietary
assets

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

SUBSCRIBER ANALYTIX MARKETING INTERFACE


Subscriber Analytix Marketing displays essential insights through the interface
to make users more agile. More than 50 user-ready viewable analyses present
business and marketing strategists with executable insights that can serve to
measure, refine and improve market positioning strategies and campaigns.
By delving into these reports, the user can immediately view the consumption
levels of data by devices, OS, downloads, application usage, tariff plans, interest
categories and user demographics. Users may also export, email and create
custom dashboards with the Dashboard Builder.
FIGURE 8
Subscriber Analytix
Marketing Data
Service Analysis
Dashboard

In addition to the Data Services dashboard displayed above, Subscriber


Analytix Marketing provides users with access to other dashboards including
Tariff Plan Analysis, Device Analysis, Customer Interests Analysis and
Customer Oriented Analysis.

For more information, please


visit www.comscore.com/
SubscriberAnalytix
or email:
subscriberanalytix@comscore.com

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.

For more information, please


visit www.comscore.com/
SubscriberAnalytix
or email:
subscriberanalytix@comscore.com

21

CAPTURE AND GROW:


TABLET ATTACHMENT CAMPAIGNS
Current Situation Mobile operators view new connected devices as catalysts
for growth in data usage and revenues. Due to their rapid adoption rates, tablets
currently serve as the best option for mobile operators to quickly lift subscriber
data usage. Time-to-market and identification of the most likely adopters is
essential in these acquisitions.
Subscriber Analytix Marketing Impact Subscriber Analytix Marketing identifies
target audiences for tablet upsell/attachment campaigns. The product uses
current subscriber data consumption, streaming and browsing patterns with
comScores digital taxonomy to assist operators in determining the types of tablets
(entertainment or productivity), specialized tariff plans and subscriber segments
to target. Customer satisfaction and operator financial targets are met since both
the operator and subscribers gain from the tailored tablet sales through improved
tablet campaign effectiveness.
Projected Result for Client An U.S. operator with a customer base of six million,
approximately 40 percent of which were data subscribers, provides a potential
marketing opportunity. Of these data subscribers, Subscriber Analytix Marketing
identifies a target audience of 20 percent or 480,000 potential tablet adopters
who would pay an average monthly attachment fee of $10 per tablet.
At a 3 percent adoption rate from this target audience, the mobile operator
is on target to yield additional annual revenues of $1.73 million.
RETAIN:
PROACTIVE CONTRACT RENEWALS
Current Situation The weeks before the end of a subscriber contract are
a crucial period for mobile operators. This is the only timeframe when they have
the opportunity to retain this valuable business. Base marketing or retention teams
hold responsibility for engaging the subscribers during this period to propose new
12 to 24 month contract terms. These new contract proposals must provide
the subscribers with proper incentives to remain on the network. In order to design
and customize an attractive proposal, these teams need to have awareness
of subscriber preferences.
Subscriber Analytix Marketing Impact Subscriber Analytix Marketing delivers
these insights forward to client-facing resources through enriched information on
subscriber profiles and data usage and helps them redesign and customize tariff
proposals. These new proposals will address subscriber digital preferences including
ideal devices, pricing and accompanying services for every retention opportunity.

22

Projected Result for Client The result is a reduction in churn, improved


customer satisfaction and incentivized subscriber upgrades. Approximately three
million customers per year from mid-sized operators are in potential renewal
positions. A churn prevention rate of 0.35 percent with subsequent upgrades of
these candidates to higher value tariff plans averaging an additional 10 translated
into incremental revenues over 100,000 per month or 12.6M yearly.
CAPTURE AND GROW:
PRELOADING THE NEXT BIG SERVICE APPS
Current Situation With OTTs and other cannibalizing services, mobile operators
need more precision in devising revenue partnerships and choosing pre-loaded
applications. Mobile network devices can have preloaded applications that
give the operator an ability to create personalization and market differentiation.
This opportunity has potential to open new avenues for shared revenue. OEMs
sanction a limited number of these preloaded applications per device and
choosing the appropriate applications is vital. The identification of the next risingstar application before it becomes mainstream can dramatically impact user
adoption of a device and bestow a competitive advantage for a mobile operator.
Subscriber Analytix Marketing Impact Subscriber Analytix Marketing uses
subscriber profiles and segmentation of data usage to identify applications with
trend-setting capabilities before the competition. The operator implements the
preloading of relevant applications on their devices and customizes tariff plans
according to properly segmented subscribers.
Projected Result for Client Subscriber satisfaction improves with these more
fitting offers and mobile operators better differentiate themselves from their
competitors resulting in increased overall usage. As usage increases, the mobile
operators are positively impacted from additional data consumption and the
possibility of additional shared revenues with app providers.

For more information, please


visit www.comscore.com/
SubscriberAnalytix
or email:
subscriberanalytix@comscore.com

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:

Improve customer satisfaction by accurately sizing tariff plans according


to subscriber usage.

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.

For more information, please


visit www.comscore.com/
SubscriberAnalytix
or email:
subscriberanalytix@comscore.com

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.

ABOUT COMSCORE, INC.


comScore, Inc. (NASDAQ: SCOR) is a global leader
in digital measurement and analytics, delivering insights
on web, mobile and TV consumer behavior that enable
clients to maximize the value of their digital investments.
A preferred source of digital audience measurement,
comScore offers a variety of on-demand software and
custom services within its four analytics pillars:
Audience Analytics, Advertising Analytics, Digital Business
Analytics and Mobile Operator Analytics.
By leveraging a world-class technology infrastructure, the comScore Census
Network (CCN) captures trillions of digital interactions a month to power big data
analytics on a global scale for its more than 2,000 clients, which include leading
companies such as AOL, Baidu, BBC, Best Buy, Carat, Deutsche Bank, ESPN,
France Telecom, Financial Times, Fox, LinkedIn, Microsoft, MediaCorp, Nestle,
Starcom, Terra Networks, Universal McCann, Verizon, ViaMichelin and Yahoo!.

For more information, please visit www.comscore.com/SubscriberAnalytix


or email subscriberanalytix@comscore.com

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FOR FURTHER INFORMATION,


PLEASE CONTACT:

Maria Quan
comScore, Inc.
+1 571 306 6458
subscriberanalytix@comscore.com

2013 comScore, Inc

www.comscore.com

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