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March 05, 2010

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Comments

Antoine RJ Wright

Ah, now this is stuff I deal in everyday - taking information from business intelligence to analytics to solutions (or marketing)... totally the future of information management as companies better understand the role of data. We see this in the sports and credit card arenas, for mobile... should be fun.

Really need to sit and chat with you Tomi, we could have a ball with this subject.

Romi Parmar

Fascinating post Tomi thanks,

I can also imagine the jokes: If your BMW dealer offers you the "double fully reclining back seat" & "champagne bottle chiller" options when you're next upgrading your wife's car... it's probably also time to have a serious talk with her about all those late nights she's working!

Dean Bubley

Tomi

The problem is that there is a trillion dollars of legacy mobile network infrastructure, which was not designed with this type of database intelligence in mind.

In theory, much of this is great - but the difficulties in actually extracting the data are huge. It's locked away in proprietary databases inside HLRs and billing systems, with no easy or cheap ways of collating it. This is why a lot of the network vendors are now talking about "subscriber data management", but it's still very early days and will take a huge amount of investment to get anywhere near the ease-of-access enjoyed by (for example) Google.

As a marketer, I'd rather have cheap and easy (but imperfect) data now, rather than perfect but expensive and difficult-to-access data in 10 years' time.

As far as I can see, this type of data warehousing concept is not enshrined at the heart of new LTE architectures, either.

The "engagement marketing" part of the problem is unfortunately quite minor in comparison to the complexities of network-side data aggregation in the first place.

There is also a distinct risk that by the time it is "fixed", other technology trends will have disintermediated network operators from some of the underlying information about indentity. (eg Multi-SIM or Multi-IMSI devices, shared connectivity through ad-hoc networks etc).

Dean

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I think there are many points that are in discussion about such issues and there will always be that regardless of whether they are unable to adapt to the different changes over time are needed .. surges especially in sports

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As a marketer, I'd rather have cheap and easy (but imperfect) data now, rather than perfect but expensive and difficult-to-access data in 10 years' time.

Polly

In theory, much of this is great - but the difficulties in actually extracting the data are huge. It's locked away in proprietary databases inside HLRs and billing systems, with no easy or cheap ways of collating it. This is why a lot of the network vendors are now talking about "subscriber data management", but it's still very early days and will take a huge amount of investment to get anywhere near the ease-of-access enjoyed by (for example) Google.

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The problem is that there is a trillion dollars of legacy mobile network infrastructure, which was not designed with this type of database intelligence in mind.

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Data mining creates a marketing situation like Amazon has. The more information about customers, the more ability to target marketing.

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Thanks for your share,thanks a lot.Good luck!

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So now lets compare. Lets say we take a chip and a memory device and perhaps a connection, and build an automated data collection system. Lets say we want to track usage info on the car.

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    Tomi Ahonen is a bestselling author whose twelve books on mobile have already been referenced in over 100 books by his peers. Rated the most influential expert in mobile by Forbes in December 2011, Tomi speaks regularly at conferences doing about 20 public speakerships annually. With over 250 public speaking engagements, Tomi been seen by a cumulative audience of over 100,000 people on all six inhabited continents. The former Nokia executive has run a consulting practise on digital convergence, interactive media, engagement marketing, high tech and next generation mobile. Tomi is currently based out of Hong Kong but supports Fortune 500 sized companies across the globe. His reference client list includes Axiata, Bank of America, BBC, BNP Paribas, China Mobile, Emap, Ericsson, Google, Hewlett-Packard, HSBC, IBM, Intel, LG, MTS, Nokia, NTT DoCoMo, Ogilvy, Orange, RIM, Sanomamedia, Telenor, TeliaSonera, Three, Tigo, Vodafone, etc. To see his full bio and his books, visit www.tomiahonen.com Tomi Ahonen lectures at Oxford University's short courses on next generation mobile and digital convergence. Follow him on Twitter as @tomiahonen. Tomi also has a Facebook and Linked In page under his own name. He is available for consulting, speaking engagements and as expert witness, please write to tomi (at) tomiahonen (dot) com

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