ByteMobile Insight. Subscriber-Centric Analytics for Mobile Operators

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1 Subscriber-Centric Analytics for Mobile Operators ByteMobile Insight is a subscriber-centric analytics platform that provides mobile network operators with a comprehensive understanding of mobile data usage, enabling them to extract greater value from their subscriber relationships. The platform enables operators to improve subscriber loyalty, create new revenue streams, increase ARPA and ARPU and reduce costs by providing unprecedented capabilities to monetize data with third parties, better target campaigns, reduce bill shock, forecast app usage and much more. Solves Business Challenges is designed to address the needs of business leaders and professionals within mobile operators driving marketing, customer care and monetization initiatives and improvements. Gain Actionable Marketing Intelligence Marketers can access a 360º view of data, device and location usage across the mobile network, gaining actionable intelligence derived from multiple sources. An intuitive UI and tens of thousands of report templates provide immediate, on-target metrics to share with product, pricing, device and advertising teams Fine-grained segmentation capabilities and pricing models help improve service uptake and develop new offers Pre-defined scorecard reports provide quick snapshots of the week s gainers and losers in app usage, web traffic, promotions and more Provide Superior Customer Care Customer care representatives gain insight into how subscribers use their mobile data services: Care representatives can more effectively assist customers experiencing bill shock due to a poor understanding of data usage Operators can provide data usage information directly to customers, empowering them to manage their own plans and usage while reducing customer care costs Operators can identify applications that might cause a poor experience, enabling customer care teams to proactively address issues before a subscriber calls Monetize Data with Third Parties Publishers and brands can track performance versus competitors, benchmarking their mobile presence by device, location and demographic Device manufacturers can access device-specific usage and experience data to address usability issues Advertisers can precisely measure the effectiveness of mobile campaigns 1

2 for Marketing Quantified Sponsored Data Sponsored or toll-free data plans offer operators a new way to grow revenues. Once operators establish the mechanism to deliver sponsored data, how can they ensure success? helps the operator identify the best potential sponsors, match subscribers to sponsors and provide sponsors with the subscriber usage detail that will allow them to measure their return and improve the efficacy of future sponsorships. More Net Adds Subscriber-centric analytics drives new understanding about the ways in which subscribers use mobile data. Presented via UI for immediate use by marketers within the organization, this elevated understanding allows marketers to optimize operator marketing messages and increase the effectiveness of subscriber retention, loyalty, and acquisition campaigns. Better Segmentation Meaningful segmentation is the cornerstone of any effective marketing campaign. The subscriber-centric analytics capabilities of enable operators to create dozens of unique subscriber segments based on a comprehensive view of data and location usage. Armed with this knowledge, marketers can fine-tune campaign targeting, conduct more effective pricing analyses and improve the outcomes associated with pricing plan decisions. 2

3 for Customer Care Reduced Bill Shock The scenario in which a subscriber is surprised by the size of his monthly bill is one with which every operator and most mobile data subscribers can relate. The challenge for operators and subscribers alike is in knowing how exactly the subscriber s monthly data volume is being used. allows customer care representatives to share with concerned subscribers an appropriate summary of the type and volume of apps being used by each device, minimizing the need for costly credits. Empower Data Subscribers Customer care is a significant operating expense for operators. gives operators the data they need to empower subscribers to manage their own data plans and data use, without the need to contact customer care. By presenting data usage statistics directly to subscribers, operators can reduce calls to care and shorten call duration, yielding reduced care expense and improved customer satisfaction. Detect and React A poor user experience can put a subscriber on the fast track to calling customer care or, worse, choosing a new provider. Countless networkand application-specific issues can lead to a poor experience. can identify these issues and even measure a decline in user quality of experience (QoE), making that information available to customer care before the subscriber calls. With this information, operators can proactively contact subscribers, reducing the cost of care and increasing customer satisfaction and loyalty. 3

4 for 3 rd Party Monetization Brand Engagement As the world goes mobile, it s imperative that consumer brands, retailers and content publishers understand how, when and where mobile users are engaging with them and with their competitors. delivers aggregated, in-depth, mobile audience analysis detailing and benchmarking the level and kind of engagement mobile users have with the brand. The mobile operator can then make this information available directly to 3rd parties via access to a customized private dashboard within the user interface. Advertising Impact turns the inexact science of today s mobile campaign targeting and measurement into a comprehensive set of metrics that allows advertisers to improve the effectiveness of media planning and establish an accurate return-on-investment analysis for their campaigns. makes this information available for immediate use by advertisers via UI or file extracts, enabling operators to act as an even more valuable partner to mobile advertisers. Device Profiling Competition between device manufacturers is every bit as competitive as it is between operators. Both operators and device OEMs are under continuous pressure to improve the mobile subscriber experience with devices in order to maintain market share and improve subscriber loyalty. provides both groups with device-specific performance and user experience analysis that they can use to improve services, support, and marketing for all devices in the OEM or operator portfolio. 4

5 Platform Delivering actionable business intelligence requires a robust, carrier-grade software platform able to support the efficient collection and processing of big data from many sources. The Bytemobile Insight data processing platform is designed to scale readily to support networks with tens of millions of devices, while simultaneously ensuring rapid access to business insight and providing operators the tools they need to comply with subscriber privacy policies. PRIVACY CONTROL Web UI Extracts Data Warehouse Access Control INSIGHTS (BI) Monetization Marketing Customer Care DAT HUB (DH) Master Aggregation Analysis Profile Aggregation Storage COMPRESSED TRANSPORT Usage Control DATA PROCESSING (DP) Correlation Enrichment Categorization Anonymization DATA INGESTION (DI) HTTP/S Flow CRM AAA Video Location More Sources, More Intelligence The more sources used, the more valuable the insights. The platform is designed to accept and ingest high volume data from many sources with limited platform configuration changes. HTTP/S transaction data, flow-based usage data, location CDRs, video performance data, CRM information and many other sources can be collected and ingested from central or distributed locations. The Four Cs: Correlate, Classify, Categorize, Catalog Even structured data is useless if it can t be properly characterized. The platform makes use of a four-step process to turn raw data into business insight, correlating data from multiple sources, classifying by known type, categorizing into fine-grained segments and continuously cataloging unrecognized information so data is instantly recognizable the next time it appears. The catalog of apps, websites, devices and more allows for the classification of more than 90% of all mobile data activity. Insight How and Where It s Needed Different use cases demand different means of presenting actionable intelligence. ByteMobile Insight features an interactive UI, enabling tens of thousands of reports to be displayed on a laptop, tablet or smartphone. The same data can be accessed via flat file extracts ideal for ingestion into existing operator systems. 5

6 Citrix is addressing a gap in the market for an analytics solution that can be quickly deployed to collect and correlate usage data from multiple sources and translate that into ready-to-use, well visualized, a la carte insights for any non-technical stakeholder in the organization to use. Ari Banerjee Senior Analyst, Heavy Reading Privacy Control Tool Kit puts privacy control in the hands of the operator by providing the tools operators need to comply with subscriber privacy policies. Functioning at the ingestion, data processing and business intelligence layers, privacy control features allow operators to manage policies such as opt-in/opt-out, as appropriate for any given use case. Integrating with Big Data Infrastructure The platform is designed to provide the operator everything needed to support the business intelligence layer that is at the heart of the Insight value proposition. However, Citrix recognizes that many operators have or are developing a big data architecture that extends much further. is designed to integrate with and add value to that infrastructure, for example, making the data gathered from the platform available to the operator s data warehouse or feeding the operator s web application via API. About Citrix Citrix (NASDAQ:CTXS) is a leader in mobile workspaces, providing virtualization, mobility management, networking and cloud services to enable new ways to work better. Citrix solutions power business mobility through secure, personal workspaces that provide people with instant access to apps, desktops, data and communications on any device, over any network and cloud. This year Citrix is celebrating 25 years of innovation, making IT simpler and people more productive. With annual revenue in 2013 of $2.9 billion, Citrix solutions are in use at more than 330,000 organizations and by over 100 million users globally. Learn more at www. Copyright 2014 Citrix Systems, Inc. All rights reserved. Citrix and ByteMobile are trademarks of Citrix Systems, Inc. and/or one of its subsidiaries, and may be registered in the U.S. and other countries. Other product and company names mentioned herein may be trademarks of their respective companies. 0614/PDF 6

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