Teoco Shows Predictive Geotargeting at MWC2013

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Teoco Shows Predictive Geotargeting at MWC2013

At Mobile World Congress 2013 Teoco explained how they have carved out a niche in the market focusing on BSS and OSS analytics while taking advantage of geolocation to ensure operators not only serve their customer with greater profitability, they can also capture new revenue models.

The Virginia-based company has provided carrier solutions in the past such as service assurance such as capacity planning, managing network congestion, etc. They also provide network optimization like suggesting what direction a tower should tilt. Finally, margin assurance is a big area of focus - which in one case they say saved a customer half a billion dollars in five years through a variety of analytics projects such as reducing access charges, modifying contracts with suppliers, fixing uneven roaming scenarios, tower location analysis, network routing and other projects.

Jonjie Sena and Faye Henris spent some time with me providing details on how geoloaction teechnology coupled with analytics which sits on top of the above core businesses is where the real opportunity lies.

The company's INrange offering is a predictive analytics geolocation solution which determines with a high degree off accuracy where a user will be in the future. By looking at call detail, tower hand-off records and a slew of other data, including how long a person stays within a certain radius, the solution can help carriers target ads to customers in a brand new way - based on their likeliness to pass by a shop or head in a direction.

Sena explains that if geotargeted ads get a 4-5x premium over traditional advertisements, ads which predict where you will be and can influence behavior should be far more valuable. In fact he points out 70-80% of purchases are pre-planned suggesting typical location-based ads can at best get 30% of consumer spend. The idea here is there is a lot of money being left on the the table by carriers who currently get a very small portion of the advertising market.

Customers for their part need to opt-in to receive offers and can select which vendors they want to hear from and even what sort of offers they want. Another benefit of the technology includes no reliance on GPS which means no battery drain.

Carriers have watched tens of billions of advertsing dollars be made off networks they provide and have hoped to get a piece of an increasing consumer spend since the days of IMS promised carriers would be in control of the apps their customers use. Apple and Google quickly dashed such hopes and plans. Carriers however still own crucial data which can be very useful in providing premium ads, meaning if they play their cards right, they could get a piece of an ever-expanding ad pie.

 



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