MTV3

"Excellent, customer-centred implementation providing a wide range of opportunities for analysis and service development."

MTV3 is part of MTV MEDIA and is the favourite television channel in Finland and one of the most popular on-line media. MTV MEDIA has around 500 employees and provides the most wanted electronic media services in Finland. MTV MEDIA operates nine TV channels, represents CANAL+ pay-TV services and operates Finland’s most-listened commercial radio station, Radio Nova. MTV MEDIA is owned by the Swedish publishing company Bonnier AB.

MTV3 was one of the forerunners taking CEM4Mobile beta version into use in November 2008 and signed for the commercial version in September 2009 when it was released.

Project Manager Miia Engberg comments her findings:

“The service clearly provides added value for producers of mobile services when it comes to customer experience management. It is excellent, customer-centred implementation and provides a wide range of opportunities for analysis and service development. Thanks to the statistics providers of mobile services gain a wide range of data from handsets to use of services and even user profiles“.

“The fact that CEM4Mobile specialises in measuring mobile services is important to us because it is so different from measurements on PC websites. The biggest competitive advantage comes through the on-line surveys feature which means that individual features in our mobile services can be combined with user data, in other words, you can find out how different target groups use the services”.

“All in all, I would rank the three most valuable benefits to us as follows:

- Reliability of data
- Behaviour data on how active the users are and how often they return to the service
- Ability to create surveys and combine the feedback with other statistical data”

“Simply it provides an excellent basis for developing mobile services. It enables you to develop them and implement them better than ever before”.

-- Project Manager Miia Engberg, producer of content services at MTV3

Foreca

"CEM4Mobile data is vitally important to development of our service. We need information to support us when making decisions."

Foreca Ltd is a privately owned company based in Helsinki, Finland. The company was established in 1996 and has sales offices in India and Russia. Foreca’s wireless weather services have users across all continents.

Foreca.mobi is an advertising-funded mobile weather service for international consumers. The service provides weather data in 30 different languages in approximately 140 000 locations worldwide. The user base is international with the majority of users in continental Europe and Russia but there are large numbers of users in other continents.

For Foreca this poses a technical challenge as hundreds of handsets and networks are involved. There is also a major challenge when it comes to the customer experience as it needs to be possible to serve each customer irrespective of their handset or network.

The customer experience management solution Foreca adopted is CEM4Mobile's service. Prior to the investment decision Foreca was evaluating the solution from November 2008 as a beta user. Foreca’s Vice President of Business Development Marko Moilanen comments the findings:

“In brief, now we better understand who is visiting our pages and where they come from. Firstly this data is important to us for monitoring the current situation, telling us what works and what is popular. Secondly this data is vitally important to development of our service, in terms of where we focus our development work, as our international user base is extremely heterogeneous. We have users in over a hundred countries using a wide range of handsets and various networks. We need information to support us when making decisions”.

“For us, the most important thing is having all the information in one place. Previously the data was in lots of different places and cross-sectional analysis, for example, had to be done in Excel among other tools. Now it’s all done within the CEM4Mobile system.

“Data analysis and bringing data together in one place are important for us. In addition to this, various trend data, e.g. changes in user numbers and handset numbers, are important data for our product development.”

“I recommend drawing up a detailed plan of what kind of data you want to gather. This makes sure that the system helps you to get exactly the information you need. In addition it’s worth setting aside time to analyse the data you collect, then you can make far-reaching decisions to develop the business”.

-- Vice President of Business Development Marko Moilanen, Foreca Ltd

AinaCom

AinaCom Oy is part of Aina Group which specialises in consumer and business communication solutions in two business areas: media and ICT. The Group’s turnover in 2008 was 105,3 million euros and the average number of employees (full-time equivalent) was 508.

AinaCom made the decision to update its GoMobile mobile service portal for prepaid clients. The update wasn’t entered into blindly but was based on Business Intelligence data gathered by using the CEM4Mobile service. AinaCom started as a beta user in Spring 2009 and signed for the commercial release when it game available in September 2009. AinaCom’s Business Manager Kalle Koffert comments the background and the findings:

“In mobile services customer experience management is a critically important area. This because user loyalty is easily low and growing the number of active users is the cornerstone of the viability of the entire service. This is a particularly major challenge for prepaid services, where customers often switch provider. For AinaCom well working mobile services turn into customer loyalty and so developing the mobile portal has been a strategic choice which CEM4Mobile supports.”

“CEM4Mobile gives us exactly the information we needed to develop our service portal. For us it’s extremely important to know about the users of our service and how they use it, especially what our customer loyalty is like and how the service works on different handsets. The user data is the most valuable thing for us and maybe the best thing about the service is how easy it is to use, the information is easily available.”

“To us, the three most important pieces of information are the types of handset and the way the service works on them, customer behaviour and numbers of users of the different parts of the service. These guide our development work. For example, the range of handsets in our target audience was much wider than we had originally assumed and this is already guiding technical selections in developing the service.”

“I was particularly happy how easy the solution was to utilise and it is very easy to use as well. As a tip for the new users I would like to recommend using cross-sectional analysis which helps you to get deeper into the data.”

-- Business Manager Kalle Koffert

TNS Gallup

TNS Gallup Oy is a full service research company whose strategic starting points are research know-how, expertise in the fields in which customers operate, and tested, international research solutions. TNS Gallup is part of the international TNS Group, the world’s largest producer of marketing information based on survey research. TNS operates in over 110 countries and has over 14,000 employees, 170 in Finland.

CEM4Mobile Solutions Ltd, specialised in mobile analytics and customer experience management, and full service research company TNS Gallup have established partnership in early 2010 and agreed to launch a mobile media measurement service and analytics package. The service was selected by the Interactive Advertising Bureau (IAB) as the national solution and will be used by the media industry to standardise mobile measurements in Finland. In the partnership, CEM4Mobile will provide its technology, while TNS Gallup contributes visitor statistics and user support built on top of this platform. The vendors have strong plans to internationalise the offering.

Seppo Roponen comments the reasoning behind the partnership:

“When it comes to analysing and reporting mobile use, CEM4Mobile is the global number one,” says

“The need for mobile media measurement and analysis has increased as mobile digital services have become more widespread. A good example of the importance of analysis was demonstrated by TNS Gallup’s latest survey, which, contrary to expectations, uncovered some surprising results. For example, although mobile websites are traditionally targeted at people on the move and for use when travelling, they are in fact usually used by people alone and in the home.”

Eniro

Eniro is the leading search company in the Nordic media market. With directories, directory assistance, Internet and mobile services, Eniro makes it easy to find people, businesses and products. Eniro offers the best channels for buyers and sellers who want to find each other. These channels currently include Internet and mobile services (Online), directories (Offline Media), directory assistance (Voice). Strong brands and high usage of Eniro’s products and services make it attractive for advertisers to participate. Eniro’s services are largely financed by advertising and free of charge for users. Directory assistance by telephone, on the other hand, is financed by the users.

Eniro is using CEM4Mobile service in all Nordic countries for analyzing the usage and improving the mobile services. The services include the vastly used directory services and mobile map navigation among others. In the Nordic countries Eniro has grown rapidly and is nowadays more popular in mobile search than Google.

Mads Esper Larsen, Product Manager, Eniro Denmark comments his findings:

- The most important thing for us is to increase the number of users on our mobile services and CEM4Mobile is greatly helping us by providing visibility and reliable trend lines on number of unique users. As an example I often compare the weekly unique visitors against the past weeks.

- I like the usability of CEM4Mobile and particularly the good response times; the system provides the information promptly without any delays on loading or calculations. Further to the usability I like the clear graphs which are easy to understand. I’m happy to recommend the solution particularly for understanding usage and for further development of mobile services, says Mads Esper Larsen.

Emilia Svensson, Head of Mobile Internet, from Eniro Norway is also regular user of CEM4Mobile and further comments as follows:

- I’m particularly following the visitor statistics and KPIs. I can see as an example which pages and features are the most popular ones within our services. In addition I get exact information on the handsets being used and I can plan the future service development and deployments based on the well supported features in our customer base, says Emilia Svensson.

- What I like the most is the easiness and user friendliness of the product. Whether I am looking for detailed information from specific service areas or high-level performance data, each can be easily discovered using CEM4Mobile. I can recommend the solution for other producers and developers of mobile services, comments Emilia Svensson from Eniro Norway.