Customer Experience Management &

Analytics for Mobile Services

For Insight and Understanding

Tuesday, 13 March 2012

1

Rapid growth with limited visibility

Explosive growth

Fragmentation

The need for mobile

media measurement and
analysis heavily
increased as mobile
services globally enjoy
record breaking figures
in usage.

The burden of
fragmentation in mobile
industry is just getting
more challenging and
impacting the behavior.

6800+ handset models

20+ operating systems
680+ mobile networks
20+ mobile browsers

Lack of Visibility

Focus on monitoring
number of transactions
without understanding
about end-to-end
experience, customer
behaviour, trends,
opinions or segments.

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 .

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. Its 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-toend 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

9

The CEM4Mobile Solution

VoC Surveys

Wi-Fi

Mobile Networks

Mobile
Analytics

Site-centric data
collection

Network-centric
data collection

Device-centric data
collection

Measurement
CEM4Mobile Analytics

Interaction

Voice-ofCustomer

Customer & Market Insight

CEM4Mobile Ranking

CEM4Mobile Surveys

Experience

CEM4Mobile Metrics

Engagement

Active, Loyal and Advocate Customers

Profit

Experience, Interaction and Engagement .

Customer
Experience
Management

Tuesday, 13 March 2012

10

Customer Experience Management for Mobile

Services
Active

Inactive or Casual
Wireless Customers

Loyal

Advocate

Experience

Engagement

Behaviour Analysis

VoC Interactions

Environment
Analysis

Interaction, Experience and Engagement Measurement

Segmentation & Cross Analysis

Interactions

Digital Services
Outbound Marketing
Channels

Capability
Analysis

Impact
Analysis

Open Export Interface

Relationship
Analysis

Customer
Assets

Transaction & Messaging

Interfaces

Critical Lag

Data Feeds

Messaging

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

Experience, Interaction and Engagement .

Tuesday, 13 March 2012

11

CEM4Mobile for Mobile Operators

General overview

3rd Party
Mobile Services

Operators /
partners
Mobile Services

Mobile
Operator
Network

Mobile
Surveys

Integration by importing data

from operators network
(Transaction API)
-Demographic data
-User location
-Post paid, pre-paid status
-Flow-through, internet service
events

Integration
by server
side or
application
tracking

Experience, Interaction and Engagement .

Integration of
Voice-ofCustomer
data

CEM4Mobile for Mobile Operators

The solution
CEM4Mobile seeks to provide the complete picture, which provides insight into
mobile users 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 crossanalyzed 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 CEM4Mobiles 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

15

CEM4Mobile; user specific dashboards

executive reporting

Experience, Interaction and Engagement .

Profiling Users
Pageviews

Question

Answer

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

Visits

% of total
Average Visits
Unique Users unique users Bounce Rate Length [s]

PV/ Visit

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
Manufacturer Handset Model User Status

Pageviews

Visits

PV/Visit

Unique Users Bounce Rate

Average Visits
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

with the service, they will use it
heavily in terms of pageviews
and visit length and are not likely
to bounce from the service

New Nokia E71 users are

more likely to convert
into returned and loyal
users compared to
iPhone users

Finding most cost effective marketing channels

Domain Name
Direct traffic
Direct traffic
Direct traffic

User Activity Pageviews

Visits
First-timer
420818
Daily user
836436
Weekly user
315945

Direct traffic
mobile.nokia.mobi
mobile.nokia.mobi
mobile.nokia.mobi
mobile.nokia.mobi
www.google.com
www.google.com
www.google.com
www.google.com

Monthly user
First-timer
Daily user
Weekly user
Monthly user
First-timer
Daily user
Weekly user
Monthly user

35286
66851
11898
6284
939
9675
2718
1284
306

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

PV/ Visit
200525
393728
153896
16129
26137
4391
2443
394
3566
1060
519
107

Average Visits
Unique Users Bounce Rate
Length [s]
2,10
200519
57,94
97,44
2,12
50940
43,08
97,14
2,05
46052
41,70
68,80
2,19
2,56
2,71
2,57
2,38
2,71
2,56
2,47
2,86

14495
26137
1347
1127
378
3566
350
308
103

41,87
44,43
32,79
31,40
37,82
41,19
21,42
27,75
20,56

83,79
125,10
159,28
113,24
113,81
131,37
106,61
93,63
114,50

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

created lot of new users
and visits to the service, but
the pageviews were not
increased

The first of May had

a great negative
impact on daily
pageviews

First of May

Soccer World Cup

Summer season
begins

The summer season decreased

significantly the pageviews,
but only slightly the visits and
unique users

The Soccer World Cup created

high peaks during weekends
in pageviews, slight increase in
visits and unique users

How special events affect mobile services 2/2

Iceland
Volcano

First of May

iPhone Campaign
begins

The iPhone campaign

suffered greatly on the
First of May celebrations,
causing clear decrease on
new users

Summer season
begins

Soccer World Cup

The iPhone campaign has created a slight

increase in the returned users, but
compared to the high number of new users
during the campaign, the results are poor

The Soccer World

Cup has created
peaks of new users
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