• Log in
  • About Us
  • Privacy Policy
  • Contact us
Telecoms IT - VanillaPlus
  • Home
  • News
  • Verticals
    • 4G
    • 5G News
    • Big data analytics
    • Bill & Charge
    • CEM
    • Companies
    • Digital transformation
    • Fraud prevention
    • Managed services
    • Network optimisation
    • NFV Hub
    • OSS
    • People
    • Policy
    • Revenue assurance
    • Revenue management
    • Service assurance
    • Service Provisioning
    • Test & measurement
  • Digital Edition
  • Events
    • Events diary
    • Webinars
  • Videos
  • VP Featured
    • Webinars
    • Podcast
    • Editorial advisory board
    • Expert opinions
    • Hot List
    • Operator View
    • Press releases
    • Reports & whitepapers
    • Special reports
    • Talking Heads
    • Troubleticket
    • Digital Talking Heads
  • Directory
  • Tech Trends
  • Subscribe

You are here:

  • Home
  • Big data analytics
  • The future of data monetisation – maximising location data monetisation at the micro level

The future of data monetisation – maximising location data monetisation at the micro level

18 October, 2016 at 9:00 AM

The future of data monetisation – maximising location data monetisation at the micro level
Neil Ginsburg, VP global sales – presence at ip.access

Across the board, mobile network operators (MNOs) are finding themselves under significant commercial pressure. Margins are being squeezed, ARPU is increasingly static across the markets, the EU’s restrictions on roaming charges come into force mid-2017 and external threats are growing with the rise of non-operator solutions from the likes of Facebook that take advantage of unlicensed spectrum. The end result is that for the vast majority of operators, revenues are flat-lining or declining.

When it comes to reversing these trends, data monetisation is at the heart of MNO strategies for realising new revenue streams. The location data generated by mobile networks is extremely valuable to a range of organisations – from advertisers and marketers, to building owners and security organisations, says Neil Ginsburg, VP global sales – presence at ip.access.

Indeed, the business model for generating revenue from location data has already been proven at macro network level, but the challenge for MNOs has been complementing that macro data with ‘micro-proximity’ data – ie being able deliver location data down to a matter of metres.

Unfortunately to date, gathering micro-proximity data has relied on technologies that are cumbersome to deploy, manage and use – whether it has involved Wi-Fi or Bluetooth beacon technology. These solutions require users to opt in, to turn something on on their devices or for the devices to support a specific technology – in other words they don’t just work at volume and for the mass market, and as a result it means the data they can provide is incomplete.

In terms of operators’ wider data strategies for the future Wi-Fi and Bluetooth technologies in particular are also problematic as they don’t actually add value to an operator; ultimately anyone could deploy these technologies. Ideally MNOs want to consolidate all data operations onto their licensed spectrum, which is better suited to maximising monetisation.

The ability to securely identify the location of subscribers or devices using an operator’s licensed spectrum offers inherent advantages over Wi-Fi and Bluetooth technology. By removing the need for subscribers to “opt in”, or have a particular technology such as Wi-Fi or Bluetooth turned on, MNOs can generate more accurate, more complete and more fine grained data. In turn this provides greater customer insights and opens up the potential to scale data revenues significantly.

That means that operators need solutions that enable them to deliver this micro-proximity data via their licensed spectrum – working across their entire installed subscriber base without users having to do anything. This means capturing fine grain user location and phone identity from phones, resolved down to 5-10 metres within indoor or urban deployment environments. It also means packaging and providing the analytics for this data in exactly the same way as operators already do with their macro-level data, all within a robust privacy, permissions and policy framework.

By implementing this type of solution via licensed spectrum operators are able to deliver levels of insight to offline bricks and mortar establishments that were previously only available in the online world. This is a crucial commercial advantage that operators cannot afford to miss out on.

The author of this blog is Neil Ginsburg, VP global sales – presence at ip.access.

Comment on this article below or via Twitter: @ VanillaPlus OR @jcvplus


category: Big data analytics, Security, Troubleticket, Wireless

Tags: Bluetooth, data monetisation, devices, environment, Facebook, ip.access, MNOs, Mobile Network Operators, Neil Ginsburg, Wi-Fi

Tech Trends Vanillaplus
 

Tech Trends - How will you harness the power of the evolving edge?

It’s easy to look at the latest figures and deduce that the cloud era is over, and the edge is now dominating technology decisions but, to arrive at that conclusion, you have to decide what and where the edge is. That is still open to debate…

READ NOW

Comments are closed.

  • Facebook
  • Twitter
  • YouTube
  • LinkedIn
  • Subscribe
Relax time
Read the new novel by J.J. Cowan on Africa’s conflict minerals trade and forced labour. 5* Reviews on Amazon.co.uk Paperback & Kindle

Check out on Amazon

X

Be the first to know!

  • The top telecom IT news stories of the minute
    in your inbox
  • Exclusive offers for entry into hundreds of
    events worldwide
  • Free access to a huge selection of the latest
    analyst reports and whitepapers
Subscribe now so you don't miss out
Don’t show me this again
Please check your email
x
Vanillaplus - The Global Voice of Telecoms IT
The Global Voice of Telecoms IT

VanillaPlus is the world-leading resource covering digital transformation for the communications industry. VanillaPlus brings you exclusive News, Expert Views, and Event Reviews. See Interviews from CEOs, CTOs, and COOs who are successfully transforming their business today.

Connect

Facebook Twitter YouTube LinkedIn

NEWS

  • Latest Telecoms IT news

DIGITAL EDITION

  • Latest Editions

OTHER

  • Newsletters [Archive]

KNOWLEDGE CENTRE

  • Webinars
  • Special Reports
  • Talking Heads
  • Editorial Advisory Board

COMPANY

  • About
  • Contact Us
  • Terms & Conditions
  • Privacy Policy

PARTNERS

  • IoT News

© 2014-2021 VanillaPlus - The global voice for telecoms IT. All rights reserved.