- New mobile analytic practices have recently been announced by both Vodafone and IBM
- IT service providers and mobile network operators are both interested in providing additional value to existing enterprise mobility services through analytics
Mobile analytics have been around for a while. They are often provided to retail customers by companies ranging from branding and marketing specialists, to enterprise software developers, to service providers that can analyze buying habits of the retailers’ consumer customers. The intent is to use the data to enhance sales and marketing campaigns. The role of analytics is growing in the B2B space as well, especially with the rise in M2M data collection, where machines are spewing out lots of information but businesses need help analyzing and using it effectively. In the last few weeks, we have seen formal service launches in different areas of mobile analytics from Vodafone Global Enterprise and from IBM.