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Mobile Analytics Poised for Strong Market Growth Despite low usage of mobile analytics in business analysis, most mobile services companies plan to get involved, says Heavy Reading Mobile Networks Insider

CAMBRIDGE, Mass., March 29, 2011 /PRNewswire/ -- While more than 90 percent of companies that provide mobile services say they want to incorporate mobile analytics into their business analysis, less than 20 percent currently do so, suggesting a potentially huge uptick in business for companies that offer mobile analytics tools, according to the latest report from Heavy Reading Mobile Networks Insider (www.heavyreading.com/mobile-networks).

Mobile Analytics: Strong Growth Potential Ahead evaluates the mobile analytics sector, focusing on market drivers, user demographics, and financial analysis, as well as market benefits and challenges. It delivers a comparative analysis of solutions of 10 leading suppliers, providing a unique view of each company's strengths and opportunities.  To request a free executive summary of the report, or for details on multi-user licensing options, please contact Jeff Claudino at claudino@lightreading.com.

For a list of companies included in this report, http://img.lightreading.com/uni/pdf/mni0311_companies.pdf

"In a recent survey, 92 percent of organizations that use, sell or provide mobile services indicated they wanted to incorporate mobile analytics to improve process efficiencies and eliminate costs," notes Denise Culver, research analyst with Heavy Reading Mobile Networks Insider and author of the report. "Increasingly, service providers consider mobile analytics as vital to achieving cost savings and productivity enhancements. Mobile analytics answers various questions, including how many people use particular operating systems, the types of devices they use, how long they spend on sites, and more."

There is no question that service providers and other brands are shifting dollars to the mobile channel, says Culver. "There needs to be a sense of urgency for service providers and others, in terms of social media, mobile Web, and mobile applications. This not only includes the need to shift dollars to mobile analytics, but it also includes the need to implement and use the mobile channel for consumer and customer acquisition and retention," she adds.

Key findings of Mobile Analytics: Strong Growth Potential Ahead include:

  • More than 80 percent of brands do not use mobile analytic tools, leading to inaccurate data on campaign performance.
  • One benefit of mobile analytics is enabling operators to intelligently personalize tiered pricing plans to better meet subscribers' needs, while increasing ARPU.
  • Mobile analytics is being used in several ways, including prioritizing spending across the marketing mix.
  • Over the next 18 to 24 months, mobile analytics will grow the most in North America, with Asia/Pacific and Latin American markets picking up speed.
  • A major challenge for the industry is the lack of standardization between mobile browsers and operating systems.

Mobile Analytics: Strong Growth Potential Ahead is available as part of an annual single-user subscription (six issues) to Heavy Reading Mobile Networks Insider, priced at $1,595. Individual reports are available for $900 (single-user license).

To subscribe, or for more information, please visit: www.heavyreading.com/mobile-networks. For more information on all of Heavy Reading's Insider services, please visit www.heavyreading.com/research.

To request a free executive summary of the report, or for details on multi-user licensing options, please contact:

Jeff Claudino
Director of Sales
Insider Research Services
619-229-9940
claudino@lightreading.com

Press/analyst contact:
Jennifer Baker
Marketing Director, Light Reading Communications Network
617-871-1910
jbaker@lightreading.com

About Heavy Reading (www.heavyreading.com)
Heavy Reading is an independent market research organization offering quantitative analysis of telecom technology to carriers, service providers, and vendors. Our remit is to provide the comprehensive competitive analysis needed today for the deployment of profitable networks based on next-generation hardware and software. This information is compiled via exhaustive surveys of both vendors' products and service-provider decision makers.

About Light Reading Communications Network (www.lightreading.com)
Founded in 2000, the Light Reading Communications Network is the world's leading research-led integrated media company serving the global communications market. Lightreading.com is the ultimate source for technological and financial analysis of the communications industry, leading the media sector in terms of traffic, content, and reputation. Light Reading's research arms, Heavy Reading and Pyramid Research, provide the most comprehensive communications research, market data, and technology analysis in close to 100 markets around the world. Light Reading produces nearly 20 targeted communications events including TelcoTV, and TelcoTV Asia, Ethernet Expo New York and Ethernet Europe, and The Tower Summit @ CTIA, as well as focused one-day events tailored for cable, mobile, and wireline executives in the US, Europe, India, and China. Light Reading was acquired by United Business Media in August 2005 and operates as a unit of TechWeb.

SOURCE Heavy Reading



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