Customer Experience Management &

Analytics for Mobile Services

For Insight and Understanding

Tuesday, 13 March 2012

1
Rapid growth with limited visibility

Explosive growth Fragmentation Lack of Visibility

The need for mobile The burden of Focus on monitoring

media measurement and fragmentation in mobile number of transactions
analysis heavily industry is just getting without understanding
increased as mobile more challenging and about end-to-end
services globally enjoy impacting the behavior. experience, customer
record breaking figures behaviour, trends,
• 6800+ handset models
in usage. opinions or segments.
• 20+ operating systems
• 680+ mobile networks
• 20+ mobile browsers…
Within the next five years more users will connect to the Internet through
mobile devices than desktop PCs. Morgan Stanley, April 2010.

Experience, Interaction and Engagement .

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 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.

Experience, Interaction and Engagement .

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

Experience, Interaction and Engagement .

CEM4Mobile for Mobile Operators
Business drivers

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

Experience, Interaction and Engagement .

CEM4Mobile for Mobile Operators
Business drivers

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

Experience, Interaction and Engagement .

CEM4Mobile for Mobile Operators
Business drivers

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

Experience, Interaction and Engagement .

 CEM4Mobile for Mobile Operators
Business drivers

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 .

Mobile users in the centre of the analysis

Opinions &
Values

Capabilities

Environment

Behaviour
Welcome
back!

Experience, Interaction and Engagement . Tuesday, 13 March 2012

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The CEM4Mobile Solution

VoC Surveys
Wi-Fi

Mobile Networks

Mobile
Site-centric data Network-centric Device-centric data Voice-of-
Analytics
collection data collection collection Customer

Measurement Customer & Market Insight

CEM4Mobile Analytics CEM4Mobile Ranking CEM4Mobile Surveys CEM4Mobile Metrics

Interaction Experience Engagement

Active, Loyal and Advocate Customers

Customer
Experience
Profit
Management

Experience, Interaction and Engagement . Tuesday, 13 March 2012

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Customer Experience Management for Mobile
Services
Active Loyal Advocate

Experience Engagement

Inactive or Casual
Behaviour Analysis VoC Interactions
Wireless Customers
Environment
Analysis
Interaction, Experience and Engagement Measurement

Segmentation & Cross Analysis

Capability
Interactions
Analysis Transaction & Messaging
Open Export Interface
Interfaces

Digital Services
Impact Relationship Customer
Critical Lag Data Feeds Messaging
Analysis Analysis Assets
Outbound Marketing
Channels

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

Experience, Interaction and Engagement . Tuesday, 13 March 2012

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 CEM4Mobile for Mobile Operators
General overview
Operator’s /
partners
3rd Party Mobile Services
Mobile Services
Mobile
Mobile
Operator Surveys
Network
Integration by importing data
from operator’s network
(Transaction API)
-Demographic data
-User location
-Post paid, pre-paid status
-Flow-through, internet service
events
Integration of
Voice-of-
Customer
Integration data
by server
side or
application
tracking

Experience, Interaction and Engagement .

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.

Experience, Interaction and Engagement .

 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.

Experience, Interaction and Engagement .

 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.

Experience, Interaction and Engagement . Tuesday, 13 March 2012

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CEM4Mobile; user specific dashboards
executive reporting

Experience, Interaction and Engagement .

 Profiling Users

% of total Average Visits

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

Users with less than 34 years
have least pageviews per visit
and are more likely to bounce
from the service
The biggest age group in
this service is 44 -54 years
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?

Experience, Interaction and Engagement .

 Identifying service compatibility among handsets

Handset Average Visits

Manufacturer Handset Model User Status Pageviews Visits PV/Visit Unique Users Bounce Rate 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 New Nokia E71 users are
with the service, they will use it more likely to convert
heavily in terms of pageviews into returned and loyal
and visit length and are not likely users compared to
to bounce from the service iPhone users
 Finding most cost effective marketing channels

Average Visits
Domain Name User Activity Pageviews Visits PV/ Visit Unique Users Bounce Rate 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
 How special events affect mobile services (1/2)
Iceland
Volcano
iPhone Campaign
begins
The iPhone campaign The first of May had
created lot of new users a great negative
and visits to the service, but impact on daily
the pageviews were not pageviews
increased
First of May
Soccer World Cup
Summer season
begins
The summer season decreased The Soccer World Cup created
significantly the pageviews, high peaks during weekends
but only slightly the visits and in pageviews, slight increase in
unique users visits and unique users
 How special events affect mobile services 2/2

Iceland First of May

Volcano
iPhone Campaign Soccer World Cup
begins Summer season
begins

The iPhone campaign
suffered greatly on the
First of May celebrations,
causing clear decrease on
new users
The iPhone campaign has created a slight The Soccer World
increase in the returned users, but Cup has created
compared to the high number of new users peaks of new users
during the campaign, the results are poor during the weekends
Service monitoring (2012)
QoE based alerts and alams

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)
Alerts and trouble shooting

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