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Mobile Data Platform

Data is going to be central to the way a company markets its products in the future. Paid social promotions are becoming key weapons as marketers try to break through the clutter of social feeds to reach their target audience. Facebook’s increasing revenue from paid ads is a good case in point to demonstrate the growing importance of paid social promotions in drawing consumer attention to their product.

Paid social promotions are based on data as marketers use data derived from first and third party sources to identify, segment and profile their target audience. Data analysis provides marketers with audience context to drive their social marketing campaigns, which is why greater the data, the more opportunity they have to know their audience which in turn can drive greater audience engagement with their social marketing campaign. Since most data consumption is taking place through mobile devices, managing mobile data has assumed the most significance.

But how do you marry different sets of data to create a unified audience profile?

Mobile Data platforms are the solution as they integrate different data sets to provide answers to audience behaviors that drive successful ad campaigns. While DMP as a concept is relatively new, there are many emerging platforms that are slowly gaining traction. We have listed some of the best emerging mobile data platforms.

Lotame is an emerging data management platform (DMP) that integrates and decomposes audience data to enable agencies, publishers and marketers to achieve effective marketing, product and business decisions. By collecting first party data from across applications, sites and campaigns and integrating it with insights and observations from other internal sources like email or CRM data as well external third party sources, the Lotame DMP uses advanced rule based data collection to capture even the most granular data points to enable marketers to build a robust wholesome audience profile. The platform allows clients to find prospective clients that mirror the behavior of existing customers, know more about existing customers and plan and execute social marketing campaigns accessible across multiple devices targeting their unique audience segment.

AudienceArchitect™ from The Mobile Majority is another emerging mobile data platform that has the capacity to integrate and analyze trillions of first party and proprietary data to enable marketers, agencies and publishers to choose from an entire suite of options regarding audience targeting for campaigns.  AudienceArchitect™ combines its own proprietary database containing billions of records of consumer interactions with external data sources including first, second and third party data sources to provide real time audience data to optimize marketing campaign experience.

A more technologically advanced next gen mobile data platform, Krux’s analytics driven tool synthesizes  data from different sources into a single view as well as helps businesses increase revenue by providing valuable insights tailored to individual customer segments. Krux intelligence based software delivers highly granular personalized data that enable marketers to provide game changing customer experience.

The mobile data platform is getting increasingly crowded as the demand for DMPs continues to rise and we are sure there will be many more platforms to look out for in the future.


August 31, 2015 0 comment
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In today’s world the sheer volume of data that gets generated through consumer behavior surveys, data mining, keyword search based data, 3rd party data, semantic page level data, data collected from final users through forms etc. is enough to overwhelm marketers and publishers. There is simply no dearth of data bases, the challenge lies in integrating it into a structure and form that advertisers and publishers can use to further business objective. With mobile devices overtaking all other web based devices in traffic, the amount of data generated through mobile is simply too vast and valuable for marketers and publishers to use unless it is integrated, structured, organized and analyzed for key consumer behaviour metrics.

Traditional DMPs are not enough

The data management platforms are a critical part of the telecommunication sector today, owing to the fact that they enable a better understanding of customer details and accordingly their needs in order to wield that detail more effectively for driving results. And, so accompanying the rise of mobile devices has also arisen, the need to track and manage mobile data. Today, the mobile usage has exceeded the PC internet usage and as the studies suggest, an average consumer spends more than 162 minutes on their mobile device every day.

Mobile data management platforms have emerged for this very purpose, they serve as a centralized data management system that collects, integrates and manages large volumes of unstructured and structured data from a multitude of sources. An effective Mobile Data Management Platform provides a unified environment of data development and delivery that provides marketers and publishers access to timely, accurate and consistent data.

Until now marketers have pretty much relied on cookies for data collection on consumer buying behavior and by extension for ad campaigns. However cookies are only able to provide marketers with elementary consumer buying information while Data Management platforms are able to provide data intelligence and analysis that goes much beyond simply consumer buying analysis. Advanced data management platforms are able to leverage technology to gauge buying trends, gain better understanding of your audience to be able to identify and segment your target audience. Simply put data management platforms help you scale and grow your business by helping marketers identify key consumer attributes, habits to be able to predict future buying behavior.

For instance data management platforms can provide marketers with information as to how many users that purchased digital cameras in a particular week also ended up searching for Plasma TV’s. What DMP also makes possible is to overlay third party information over this buying pattern to provide marketers with information on household income and credit scores of those particular digital camera buyers also interested in Plasma TVs.  DMP ultimately boils down to how much data you want to provide the system and how deep you want to dive into the data available.


The power of Mobile DMPs

Uses of Mobile Data Management Platform

The uses of DMP are many and growing by the day, the primary ones being:

  • Data management platforms can help publishers charge a premium from advertisers for targeted on site advertising resulting in sales conversions.
  • Data management platforms can help advertisers identify unique consumer behavior and buying patterns in real time that can be leveraged for launching targeted ad campaign capable of being modified in real time for maximum effectiveness. Advertisers no longer need to wait before getting the results of their ad campaign and are also able to save millions of dollars in wasted campaigns by the increased control provided by access to real time information.
  • Decrease dependence on 3rdparty data by relying more on advanced data management platforms that use algorithm based models to identify potential target segments that will be most receptive to your marketing message.
  • Provide Cost and operational efficiency by providing marketers and publishers with the ability to analyze consumer behaviour using different combinations of data inputs.

With mobile becoming the predominant data source, mobile data management platforms that offer the ability to integrate data from mobile and web are gaining increasing prominence among marketers and publishers.

July 30, 2015 0 comment
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While the exponential growth of smartphones entails several business opportunities for content providers, it also brings in a host of challenges. Primary amongst these is the fact that mobile devices operate on different platforms, such as Android, iOS, Windows mobile, BlackBerry, etc. Content providers have to contend with issues such as how many platforms can be supported. In this context, a mobile content delivery platform comes in handy as it eliminates the complexity of supporting multiple devices, screen sizes and operating systems.

Typically sold as a service, a mobile content delivery platform uses either a JavaScript or Ajax code to provide a common platform. Using a common platform, in turn, allows businesses to publish information across multiple devices seamlessly.

A few key strategies for creating a cost-effective platform include:

  • Effectively utilizing existing ECM content: By making use of existing ECM content, ROI is positively impacted
  • Ensuring that publishing across different platforms is done in-sync : This goes a long way in ensuring that content across platforms such as the internet, mobile applications, etc is in tandem.
  • Rendering of content as per specifications of the device- With different devices having different specifications such as screen sizes, processing capacities, etc, it is important that content is displayed as per individual capacities.
  • Ensuring that there is rich delivery of content: This can be achieved by seamless integration with mobile software development kits.
  • Facilitation of the publishing process- Using a unified system results in a highly efficient mechanism of publishing content through a single click structure.

Use cases for a mobile content delivery platform

A few use cases include:

Uses of mobile content delivery platform

Key features

  • Easily deployed and scalable
  • Updation in real-time
  • Easily integrated
  • Platform agnostic
  • Effectively priced


Clearly the use of a content delivery platform goes a long way in allowing companies to improve content accessibility. Moreover, while it helps improve costs on one hand, it also offers increased revenue streams. To recapitulate, the key advantages of using a mobile content delivery platform are:

  • Delivering rich, interactive, multimedia experiences
  • Agile content that adjusts to specifications of different platforms
  • Ease of migration in case of legacy content
  • Creating new revenue streams
  • Improved ROI
July 14, 2015 0 comment
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In the mobile Internet arena, reports from all of world’s leading telecom analysts point to one thing: the imminent data deluge. The combination of increasing smartphone penetration, evolution in data consumption patterns and the advent of LTE are driving this incredible growth in data volumes. With more than 7 billion connected devices by 2015, mobile data promises to be the future of telecom. This phenomenon is not just limited to developed markets. In fact, emerging market regions (Central and Eastern Europe, Latin America, and Middle East and Africa) are expected to have the highest growth and will represent an increasing share of total mobile data traffic in the next 5 years.

In emerging markets, although growth and usage patterns of the mobile Internet usage exhibit a high degree of variability, mobile broadband traffic volumes are registering exponential growth. While this provides excellent revenue opportunity, several challenges need to be addressed before operators can benefit from this data growth. Operators need the ability to, manage bandwidth usage by different subscribers and services, create differentiated services to stand out from competition, and manage congestion at backhaul and radio network level etc. To address these challenges, operators worldwide are turning to policy management.

Policy management refers to defining and applying different policies to control browsing speed, charging, authorization etc. based on traffic type, subscriber profile, time and location amongst others. Policy management enables operators to deliver personalized services, better browsing experience, competitive discounts, innovative promotional strategies and loyalty programs and much more. From enabling operators to perform effective traffic shaping by providing different QoS for different services to facilitating launch of flexible data plans, policy management solutions form an integral part of the service provider’s mobile data platform.

While I have been tracking developments in Policy Management, one of the emerging use cases of policy management in recent times is ‘bandwidth on demand’. This refers to the concept of providing higher bandwidth to a subscriber for a small period of time. A research study by Infonetics shows that operators rate ‘bandwidth on demand’ as the topmost application driver for policy management deployment.

Policy management enables operators to not only provide bandwidth on demand but also to choose from different ways to offer this feature. Using a policy management solution, operators can offer ‘bandwidth on demand’ for different time periods such as 1 hour, 2 hours, 24 hours etc. Operators can also provide this feature to subscribers who are using certain data plans. Operators can define the QoS that can be provided during this period as well as choose to charge the subscriber in different ways like either charge them every time they enable this feature or provide “n” such options per month as part of the subscriber’s data package.

Hence, the impending data deluge promises great revenue potential but only for operators who are prepared to handle the increasing data volumes, manage rising subscriber expectations and differentiate themselves from competitors. Policy management provides operators with effective tools to manage traffic both at backhaul and radio network, and eliminate network congestion. Further, policy management enables operators to provide customized and personalized offerings, which improve subscriber experience and thereby reduce churn. In addition, policy management enables operators to create innovative services that not only provide additional revenues but also enable them to differentiate themselves from competitors.

November 20, 2012 0 comment
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These days, “Mobile Data”, is fast becoming a hot topic globally. This could be attributed to the proliferation of smart devices, smart networks and a smart subscriber base that is looking for change. Today, Mobile Data occupies the highest mindshare in the operator community. As smartphone penetration continues to grow, average mobile users will consume over eight times as much social media and 14 times more megabytes of applications by 2016, according to a new report from Informa.The profitability of telecom service providers’ data operations depends on how they act in response to the explosive growth in mobile broadband traffic. Notwithstanding the fact that the mobile data market is on a steep growth trajectory, operators need to ready themselves now for even further growth. This is urging operators to change the rules of the game as they realize that standard run-of-the-mill plans and packages are history and they must innovate to create value for every cent that the subscriber spends on their network.

According to TRAI, a third of the mobile users in India access data services including the Internet using their mobile phones. This is indeed a very interesting finding. Though many operators have already invested in advanced and stand alone solutions to address the high growth they have experienced on mobile data, still they keep enhancing the fat pipes and adding peripheral solutions such as optimization and acceleration to manage their networks gracefully. However, the outcome of this exercise has not been as impactful as envisaged and the challenges remain the same – how to Manage, Optimize and Monetize. I call it the MOM challenge for the mobile operator.

“Manage” challenges would mean to deploy an intelligent policy and charging control solution that would assure proper allocation of network resources, based on subscriber’s needs and what the network can deliver.

“Optimize” challenges centre on addressing needs for faster access speeds and consistent service quality; letting subscribers enjoy an optimized mobile internet experience.

“Monetize” challenges primarily hover around restricting excessive usage by a few users whilst driving mass adoption, flexibility to create tariff plans based on speed, services, traffic, time, device type, applications, thus moving away from conventionally unmetered flat pricing propositions.

It’s not that mobile operators have not attempted to address the above challenges. They have in fact gone ahead and deployed specialized and niche solutions to manage data traffic. These solution modules are typically deployed by the operators from independent best-of-breed vendors whose focus is on addressing individual problems and they sure do a great job in overcoming the challenges given to them. However, things fail when these individual vendors are required to work together and collectively to offer a seamless experience for operators and their subscribers. Subscribers complain about the suboptimal usage experience and sluggish speeds, further operators are saddled with higher capex and opex as they need to manage multiple vendors, solutions, and equipments. The onus thus falls on the operator to envision a comprehensive blueprint at the forefront and then orchestrate the phase wise implementation of the complete infrastructure to manage the growing MOM challenge. Larger operators with deeper pockets and a deeper technical and project management skills could manage to pull off such a feat and meet the data demands in time, however, others face a daunting task.

Given this fact, today operators are looking at solutions that can seriously address their end-to-end needs to the address the MOM challenge from a single vendor, wherein they are looking at an integrated, consistent, unified, solid solution for data pipe management that delivers a hassle free and smooth experience to them and their subscribers.

The solution that addresses the MOM challenge in its simplest form would include:
• An “Optimize” module addressing user expectations for an enhanced Internet experience
• DPI (Deep Packet Inspection) / PCEF (Policy and Charging Enforcement Function) and PCRF (Policy and Charging Rules Function) modules, which would address the “Manage” and “Monetize” challenges faced by the operator.

It’s imperative for solution providers to keep in mind to optimize the operator’s spend on these modules and thereby, generate a faster ROI. An integrated solution would surely result in reducing the operator capex and opex, and at the same time offer flexibility to create differentiators in their competitive markets in a timely manner. Furthermore, given the exponential growth already experienced in mobile data, and expected in future, the solution offering should be scalable over time, capacity and functional dimensions with minimal disruption to service. Hence, operators can greatly benefit from a mobile data platform package that starts out small and can scale effectively over time. More operators are now convinced with the thought that a single integrated solution to address the MOM challenge would be the way forward for them to build, address and evolve their mobile data infrastructure.

July 31, 2012 0 comment
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