Global market for advance services to generate $44 bn: Syniverse

Syniverse today announced that the global market for advanced services based on mobile context insights could be worth as much as $44 billion annually.

In the future, evolved and highly personalized mobile context insights may be worth much more, depending on consumers’ willingness to opt in and engage.

Mobile context is the insight into subscriber information, behavior and location that is available to operators and that can be offered to brands for the purpose of improving customer engagement and experience, resulting in increased brand loyalty and revenue. The economists at SEEC worked with Syniverse to model and value the mobile context opportunity and identified two distinct markets — context by geo-segment and context by individual:

Context by geo-segment – Operators provide information about anonymous subscribers in specific locations to brands targeting precise geo-markets is valued at $44 billion to mobile operators annually.

“Mobile context is the key to unlocking the full potential of mobile for consumers, the companies they trust and the operators that serve them. But while the revenue potential is phenomenal, success is dependent on delivering mutual benefits to all three parties,” said Jeff Gordon, president and CEO, Syniverse.

“Operators can access new markets and deliver enhanced subscriber experiences, expanding their position in the mobile value chain. Brands can embrace new engagement capabilities, enhancing customer relationships with unrivaled targeting. And consumers can gain new mobile experiences tailored to them as individuals, with stringent controls over their privacy and preferences,” added Gordon.

“An aggregated platform model is critical — a piecemeal, ‘bilateral’ market diminishes the overall value of the opportunity by imposing complex, costly requirements on brands to negotiate and maintain agreements with potentially hundreds of operators to achieve ubiquitous reach for their customer bases,” said Sam Brown, founder and CEO, SEEC.

“A platform reduces the cost to brands of market participation to obtain ubiquitous subscriber reach, and we estimate that without a neutral, trusted platform to aggregate context insight, the value of the context by geo-segment market could drop by as much as 75 percent,” added Brown.

“With our position as a neutral, trusted mobile enabler at the center of the ecosystem, we have built the technology for the aggregated platform model, and we are actively engaged in proof-of-concept trials with major operators and brands around the globe,” said Jeff Gordon.

“Syniverse has the existing relationships and the record of expertise and innovation to enable operators and brands to work together to deliver the mobile experiences today’s consumers expect via mutually beneficial business models,” added Gordon.

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