CAT Trial for 3's Nordic Division

Europe : Mobeon has signed the Nordic division of 3 as the first trial customer for CAT, its Consumer Analytics Tool, through a major partner. The software enables mobile operators to analyse how their subscriber base is segmented and how they use messaging services, such as voice, video and e-mail.

CAT was developed in response to feedback from mobile operators, who wanted to increase their understanding of how customers use their messaging services, through detailed analysis of subscriber activity. Offered as a bolt-on to Mobeon CompEdge™ messaging software, the tool segments the subscriber base and monitors all messaging activity on the network and allows the operator to analyze this data.

“In today’s competitive market, getting to know your customer is more important than ever,” said Stefan Blom, Head of Product Management at 3 Sweden. “We have already started to use behaviour data to improve our understanding of the end user and have seen great success in targeting specific services and promotions to different segments of the customer base. Since CAT data is delivered daily, and includes detailed variables such as age and gender, we now look at how different subscription packages can give different types of customers the right combination of services.”

”CAT was developed to close the chasm between the operator and its customers,” said Birgitta Olson, head of marketing, Mobeon. “We wanted to provide 24-hour access to data to make it possible for operators to react quickly to how services are being used, and to measure the effects of marketing activities. With so many new services available to mobile users, operators need to be able to evaluate not just what is being used, but how it is being used and by whom. It's all about satisfying the different customer segments with the right messaging services.”

Operators can also track the daily success of marketing campaigns, evaluate promotions and understand where opportunities lie to roll out new messaging services. CAT reports can be collected as snapshots of particular periods in time or gathered from data collected over longer periods for trend analysis.

Every member of the operator’s staff can access the software via their PCs and track the behaviour of different segments of the customer base, enabling them to create a detailed picture of messaging use. Operators can then use this information to develop and measure the take-up of different messaging applications to further refine the services and increase usage as well as satisfaction.

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