Openwave vs Sex vs Mobile Analytics – today and today only – Mobile Analytics wins
Dear me. Mobile Analytics is definitely the new black. Mobilytics was first. Then Bango, Amethon, Flurry…
It seems as though that each has its own sphere – Mobilytics is very similar to AdMob, Bango is not free, Amethon is a bit of a trying to do it all sort of thing, Flurry is for developers…
No wait – found a great article on this with this list: http://webanalysis.blogspot.com/2008/10/mobile-analytics.html
Admob
Amethon
Bango
Coremetrics
DeckStats
mobileStats
Mobilytics
Motally
Nedstat
Omniture
Tigtags
XiTi
Well there is one – Openwave Systems.
What’s the Openwave story?
Openwave has announced the launch of the Openwave Mobile Analytics service, a service that combines the expertise of the company’s professional services with the rich analytics and reporting capabilities of Openwave’s Mobile Analytics solution.
Openwave Mobile Analytics includes the Mobile Business Intelligence (MBI) module, which characterises mobile internet traffic, including subscriber access to URLs, the duration of website visits and how frequently subscribers are accessing social networking sites like Facebook and Twitter. Mobile Analytics also includes the Openwave Behavioral Targeting module, which correlates data from a carrier’s subscriber demographics and classifies website traffic to create behavioral categories of subscribers that can be used to develop targeted marketing and advertising campaigns.
From the press release:
“Mobile carriers are currently experiencing a strong increase in mobile internet traffic,” said John Delaney, research director, European Consumer Mobile, IDC. “The carriers have a clear need to understand the nature of this activity, but that task is difficult because the more sophisticated end-user devices can bypass the traditional carrier gateways. Solutions that address this problem, enabling carriers to track and analyse the nature of their subscribers’ data activity, will be crucial to carriers’ efforts to maintain a high-value position in an increasingly complex value chain.”
“Business intelligence is the key element to monetising the mobile internet.” said Sean MacNeill, vice president and general manager, services management and global services, Openwave. “By better understanding mobile data usage patterns, carriers can identify and deliver relevant revenue generating services. Openwave Mobile Analytics creates a window for carriers to build a 360 degree view of their subscribers individually or in aggregate. The service provides a clear map of the content being accessed and the audiences using it, which is critical information that can help operators to monitor, manage and monetize the mobile internet.”
What we think?
Its seems at though that Openwave is focusing on mobile operators. So we have the consumer, operator, anyone or developer camp for mobile analytics.
OK but I am not thinking too much about Openwave as my mind is working over time. The relationship between advertising and analytics is vital. The next step is Mobile SEO and analytics will be a huge driver of SEO as it will help with tailoring targeting and all sorts of other things – like keyword traction.
But where analytics falls short is that it is closed. The results or findings (unless Nielsen or ComScore are involved) are not public. This means that driving the true advantage of analytics will always belong to the closed group – be it mobile operators, web developers, developers or site owners.
I think an MMA initiative on this might be in order – to drive analytics, advertising and Mobile SEO as a quality package…..
If you have no idea what I am talking about – don’t worry – will work on an article to make this idea a concept but probably expand on mobileeseonews.com
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3 Responses to “Openwave vs Sex vs Mobile Analytics – today and today only – Mobile Analytics wins”
Agree that Mobile Analytics is the new black - plenty of excitement around this space and new players emerging almost daily.
Just to clarify a few things:
1. Amethon launched its Mobile Analytics solution before Mobilytics. We officially launched our product and had our first beta customers in May 2007.
2. Your list of vendors has Amethon and Bango both linking to Bango’s website.
3. OpenWave’s analytics solution is an add-on to their carrier mobile internet gateway i.e. is designed to help a specific mobile carrier understand its subscriber’s mobile browsing habits rather than providing useable information for content publishers who will see subscribers from many different carriers.
Our Mobile Analytics - Carrier Edition also provides this capability and is deployed within the carrier network. It is not tied to a specific mobile internet gateway vendor so any carrier can use our solution. We are the only analytics vendor providing solutions for both content publishers and mobile carriers.
Regards,
Michael Stone
Comment made on October 23rd, 2008 at 8:05 amCEO
Amethon Solutions
Bena,
Thanks for mentioning us. I’m in Boston at Mobile Internet World and did not see your post until this morning. We appear to be the only Analytics vendor here which surprises and pleases me.
I want to point out a few things.
Amethon was indeed out before us. However, our Site and Campaign tracking was live in beta before Bango and AdMob. Bango’s ad tracking requires the advertiser to setup new landing URLs which is a real problem for existing advertisers. Our system allows existing source and campaign codes to be used without changing a single ad url or landing page.
We have never considered Amethon a competitor really, since their solution is server based and more appropriate for carriers and enterprise customers. We don’t appear to be competing fBango’s paid product is half the product of the free AdMob platform.
But the real issue with all of these products is whether you are getting accurate information. That is the #1 thing that should be evaluated. Anyone installing Analytics should test these products side by side for a month and then decide which one they want to use.
Mobilytics is still the only player in the hosted analytics area that has not bolted the application onto an existing platform. AdMob analytics is a lead generation tool for AdMob’s ad service, Bango is trying to get additional revenue from their existing customers, and now Openwave is offering it as an added service.
Analytics is not their business. The biggest player in this area will be Omniture as soon as they gain the mobile expertise that will make their mobile tracking a real threat.
As for the analytics being open, we will be sharing macro data that does not violate our privacy policy as our user base grows large enough to get an accurate sample. AdMob has shared some data, but it is only from sites that publish ads.
Lastly, for SEO. Bango can’t track organic search engine traffic. Let’s be clear about that. They do not track referrers or keywords unless the traffic comes in on one of their links. You will never get a referrer from a link you don’t know about.
We are taking SEO seriously and are releasing search engine position analytics in a few days. We currently tell you the rank of any keyword that was used to find you. Upon launch next week, you will be able to see rank from Google, Yahoo and Jumptap’s mobile only search engines. We may expand it to the web engines, but we are focusing on the mobile site only engines for now. We also have a realtime ad-hoc tool where you can type in keywords and find your ranks.
There are some great tracking features included so you can keep track of changes you made and how they moved your position.
This is an exciting industry. Thanks for a great blog!
Greg Harris, CEO
Mobilytics
http://www.mobilytics.net
Comment made on October 23rd, 2008 at 4:57 pmHi Bena,
I’m glad you saw our press release on the launch of our Mobile Analytics Solution. We were also at Mobile Internet World in Boston showing the capabilities of our Mobile Analytics solution – Greg, you should have come around, so that I could give you a demo of the system.
Although mobile analytics is getting a lot of press attention now, we’ve in fact had our Mobile Business Intelligence (MBI) platform since 2005. Unlike some of the new mobile analytics solutions mentioned earlier, MBI has been deployed at a dozen tier 1 carriers globally. So over the years, we have learnt all sorts of things about subscriber usage patterns, how operators can extract value through that data and build revenue generating services. Over the last few months of our Tier 1 customers have seen some interesting figures on iPhone usage from our MBI platform, which I think people will find interesting:
iPhone users are continuously making more transactions per day: an iPhone user makes 213 transactions/day, compared to 187 transactions/day for other phones
iPhone users access more data: iPhone users access 5.5 times more data than other phones; today, an iPhone user access 2.4Mb/day compared to 1.5Mb/day for other phones
iPhone transactions are continuously larger: an iPhone-generated transactions are 11Kb compared to 8Kb for other phones
Using these types of reports and combining them with subscriber behavioural data can prove to be a very interesting value proposition for both operators and advertisers.
We will be publishing a report on some of these trends in the next few weeks which will make for interesting reading.
Mayur Pitamber
Comment made on October 24th, 2008 at 9:38 pmProduct Management Strategist
Openwave Systems
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