Xtract Mobile Metrics and Social Links

The first time I met Xtract I didn’t quite get what they did – so sitting down with the CFO and CEO yesterday (will have to add names when I am back in Germany sorry!) was great.

In fact it took me five minutes but then I got it.

Got what?

Well when Xtract talk about social networking and pulling metrics from social networks and communities they are not talking vendors or brands such as Facebook.

For Xtract the social network is the operator and what it does is pull metrics charting social usage and the value of each unique user to reduce or avoid the problem of churn.
At this point I nearly fell off my chair – what a great idea.

This is a challenge to grasp in the first instance but the operators biggest fear is churn. By focusing social mapping and the “value” not only the price of the bill of the consumer churn can be avoided by providing metrics on the consumer – as to how big their own social network is and if they are an “influencer” or not.

I then saw a number of amazing social mapping shots which put everything together – I loved it.
I haven’t seen this myself live – but what I did see was great branding and a new type of thinking for operators to tackle the new age of media and social change. Social linking is good!

But back to the interview some great quotes that got me thinking..
“your friends in Facebook are not your real friends the list of who you just called is far more personal and relevant”

Social revenue is influence above and beyond of how much you spend on a network each month as you maybe a huge influcener but your parents are paying for the bill - we will

The main categories for profiling is either influencer or follower - this is the data behaviour that is crital for mobile operators.

Related News:

1. Creandum Leads EUR 3.5 Million Financing in Xtract
2. Xtract Social Links™ Now Available in USA, Adds Demographic Prediction
3. Xtract, Innovator in Social Advertising Intelligence Raises EUR 7.5 Million
4. Xtract Selected as a Top Innovator by GSMA - as part of the 2009 Mobile Innovation Global Awards Competition – APAC Tournament
5. Loopt Implements Facebook Connect to Enable Users to Easily Find and Connect with Facebook Friends