Solution for Mobile Service Providers

CEM4Mobile for Service Providers is an innovative mobile Customer Experience Management (CEM) solution. The solution has been particularly designed for companies providing mobile content and Value Added Services (VAS) across all of the industry verticals. It measures and analyses interactions between end-users and mobile services, helps increase productivity and ensures successful customer relations. CEM4Mobile supports browsing, application and streaming based mobile services. The following application areas gain the most benefits:

• News & information services in form of directory services, news, travel, life, dating, and sport
• Mobile entertainment services including music, audio-video streaming & images and mobile gaming
• Mobile marketing solutions in its various formats (Mobile TV, video, MMS, games…)
• Monetary gaming such as gambling, betting and lotteries
• Financial services in the areas of mobile banking, micro payments, stock market and trading
• Mobile shopping and auctions (e.g. m-booking, m-brokering, m-ticketing)
• Communication in its various formats (community services, instant messaging, multimedia messaging, mobile TV)

CEM4Mobile seeks to provide the complete picture, which provides insight into mobile user’s behavior, handset capabilities, environment, values and opinions as well as market trends.

Fierce competition: The worldwide service industry is furiously competing to provide new innovative mobile services to customers at the same time as the pure e-commerce brands are well ahead of the game. This means that customers have plenty of choices.

Fragmentation: All desktop PC’s and laptops are very similar. The mobile handset market is fragmented and is likely to become more, not less, diverse over the next few years. The number of smart phone operating systems, the variety of mobile Web browsers, the different interaction methods and the differing operator strategies and footprints will persist.

Customer insight: Many companies are familiar with accurate analysis of their customer’s purchasing behavior through loyalty programs. Such programs can be even more effective when integrated into a CEM solution for linking mobile usage analysis with actual buying behavior. A good CEM solution will provide increased customer understanding, a proactive channel for bringing in more customers and a channel for following up on and increasing customer loyalty.

Brand marketing: With recent rapid Tablet PC uptake, there is a clear shift in mobile usage patterns. Tablet users regularly spend between 10 to 20 times longer on a service, because of the greatly increased access speeds and screen quality. This presents a viable opportunity for brand marketing. Capitalizing on the effects of strong viral messaging especially amongst the younger generations and in the social media, is proving much more effective than other traditional channels.

The Solution

The CEM4Mobile solution enables optimizing end-to-end quality of mobile content transactions from the mobile portals and applications to the handsets. Services can include operator decks, application stores, mobile streaming, native applications or mobile portals in general. The main objective is to safeguard the end-user experience and improve productivity by understanding and managing the interactions between the end-users and the monitored services as follows:

• Capability Profiler provides an insight into the opportunities and restrictions that the users handsets are creating. It provides technical feasibility and “time-to-market” analysis for service development (or improvement) by detecting and cross-analyzing the users' handsets and highlighting segment specific similarities and restrictions
• Behavior Profiler reveals mobile customers usage patterns within a service; how and when they use the service and whether they are coming back. Tracking end-user behavior makes it possible to analyze segment specific loyalty and churn, page view behavior and most popular content used.
• Environment Profiler presents information about the end-users’ network, location, access point, previous URLs visited and language preferences.
• Opinions Profiler enables collection of direct feedback from end-users at the time they use a digital service. The opinions module enables a fast and reliable Voice-of-Customer channel for measuring perceived experience and for understanding end-users subjective opinions and values. This information can then be cross-analyzed against collected behavior and traffic information.

CEM4Mobile offers a user-friendly interface for deeper analysis within and across the four focus areas. Users can access the information through the CEM4Mobile portal with their Internet browser or the reports can be automatically distributed through email.

Equally, the data is available through open APIs for integration with existing business support systems.

Data collection

To be able to provide the most accurate segmentation and analysis, the CEM4Mobile solution is designed to receive mobile service transaction data in three different ways:

• Importing selected demographic data from back office systems for segmentation
• Collecting data from mobile services using server side and application tagging for analysis of own and partner content services
• Collecting voice-of-customer data with the CEM4Mobile Opinions module

The CEM4Mobile approach gives the customer the choice of how and with which combinations data is collected.

Order Cloud Service SaaS Package:

Product Components:

• Analytics
• Voice of Customer 
• Metrics Warehouse
• Ranking
• Dashboards

Additional Readings:

1. CEM Solutions 
2. What is CEM?
3. Solutions for Mobile Network Operators