SYS-CON MEDIA Authors: Ian Khan, Liz McMillan, AppDynamics Blog, Harry Trott, Blue Box Blog

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
Shipping daily, injecting faults, and keeping an extremely high availability "without Ops"? Understand why NoOps does not mean no operations. Agile development methodologies require evolved operations to be successful. In his keynote at DevOps Summit, David Tesar, Microsoft Technical Evangelist on Microsoft Azure and DevOps, will discuss how Microsoft teams who have made huge progress with a DevOps transformation effectively utilize operations staff and how challenges were overcome. Regardless ...
SYS-CON Events announced today that WSM International (WSM), the world’s leading cloud and server migration services provider, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. WSM is a solutions integrator with a core focus on cloud and server migration, transformation and DevOps services.
SYS-CON Events announced today that FierceDevOps will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. FierceDevOps keeps software developers and IT operations personnel updated on the latest news and trends around the rapidly evolving role of the traditional IT worker.
SYS-CON Events announced today that SafeLogic has been named “Bag Sponsor” of SYS-CON's 16th International Cloud Expo® New York, which will take place June 9-11, 2015, at the Javits Center in New York City, NY. SafeLogic provides security products for applications in mobile and server/appliance environments. SafeLogic’s flagship product CryptoComply is a FIPS 140-2 validated cryptographic engine designed to secure data on servers, workstations, appliances, mobile devices, and in the Cloud....
SYS-CON Events announced today that Akana, formerly SOA Software, has been named “Bronze Sponsor” of SYS-CON's 16th International Cloud Expo® New York, which will take place June 9-11, 2015, at the Javits Center in New York City, NY. Akana’s comprehensive suite of API Management, API Security, Integrated SOA Governance, and Cloud Integration solutions helps businesses accelerate digital transformation by securely extending their reach across multiple channels – mobile, cloud and Internet of Thi...
SYS-CON Events announced today that Plutora, Inc., the leading global provider of enterprise release management and test environment management SaaS solutions, will exhibit at SYS-CON's DevOps Summit 2015 New York, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Headquartered in Mountain View, California, Plutora provides enterprise release management and test environment SaaS solutions to clients in North America, Europe and Asia Pacific. Leading companies ...
SYS-CON Events announced today that Open Data Centers (ODC), a carrier-neutral colocation provider, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place June 9-11, 2015, at the Javits Center in New York City, NY. Open Data Centers is a carrier-neutral data center operator in New Jersey and New York City offering alternative connectivity options for carriers, service providers and enterprise customers.
SYS-CON Events announced today that Dyn, the worldwide leader in Internet Performance, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Dyn is a cloud-based Internet Performance company. Dyn helps companies monitor, control, and optimize online infrastructure for an exceptional end-user experience. Through a world-class network and unrivaled, objective intelligence into Internet conditions, Dyn ensures...
This builds on Puppet Labs' first class Windows support, including native .MSI packages for x32 and x64 operating systems, modules to extend common Windows server management tools, including Powershell, and integrations with Microsoft Azure and Visual Studio. By automating common Windows administration tasks, Puppet Labs is enabling users to adopt DevOps practices, thereby reducing the time needed to deploy applications from weeks to hours.
SYS-CON Events announced today that Vicom Computer Services, Inc., a provider of technology and service solutions, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. They are located at booth #427. Vicom Computer Services, Inc. is a progressive leader in the technology industry for over 30 years. Headquartered in the NY Metropolitan area. Vicom provides products and services based on today’s requirements...
BlueBox bridge the chasm between development and infrastructure. Hosting providers are taking standardization and automation too far. For many app developers it does nothing but spawn mayhem and more work. They have to figure out how their creations live on a pre-fab infrastructure solution full of constraints. Operations-as-a-Service is what BlueBox does. BlueBox utilizes development tools such as OpenStack, EMC Razor, Opscode’s Chef and BlueBox's proprietary tools give the power to do the unor...
What’s inside the cloud? Hard work. Cloud operators know the world inside the datacenter is gritty. Vendor marketing speak and cloudwashing quickly melt in the heat of SLAs, uptime guarantees, and users who want it now. In his session at DevOps Summit, Hernan Alvarez, Chief Product Officer at Blue Box Group, will deliver an unvarnished look inside the world of cloud operators, from the perspective of someone who lives it. Attendees get a front-row look into the toolkits and processes that enabl...
Application metrics, logs, and business KPIs are a goldmine. It’s easy to get started with the ELK stack (Elasticsearch, Logstash and Kibana) – you can see lots of people coming up with impressive dashboards, in less than a day, with no previous experience. Going from proof-of-concept to production tends to be a bit more difficult, unfortunately, and it tends to gobble up our attention, time, and money. In his session at DevOps Summit, Otis Gospodnetić, co-author of Lucene in Action and founder...
We are all here because we are sold on the transformative promise of The Cloud. But what good is all of this ephemeral, on-demand infrastructure if your usage doesn't actually improve the agility and speed of your business? How must Operations adapt in order to avoid stifling your Cloud initiative? In his session at DevOps Summit, Damon Edwards, co-founder and managing partner of the DTO Solutions, will highlight the successful organizational, process, and tooling patterns of high-performing c...
Physical, virtual, containers. Private cloud, public cloud, hybrid cloud. IaaS, PaaS, SaaS. Windows, Linux, Mac. These are just some of the choices faced when architecting a datacenter of today. And the choice is not one or the other; instead, it is often a combination of many of these. HashiCorp builds software to ease these decisions by presenting solutions that bridge the gaps. HashiCorp's tools manage both physical machines and virtual machines, Windows, and Linux, SaaS and IaaS, etc. The co...