Data & Measurement

The importance of data is inherent. Identifying the right data sets, capturing this data before cleaning and de-duping the data is essential to begin working with it. Data is critical in order to provide a contextual user experience in a mobile world. With your mobile you have now the added dimension of space/location. Combined with time, mobility and a 3″ to 9″ screen, usage patterns and traffic derived from the data will provide much richer context in future services and greater monetization.

This video by Michael Rigley shows you the kind of metadata your mobile network captures with the example of an MMS (multimedia message) http://vimeo.com/34750078. Obviously there are a number of companies working to support operators with their unstructured data. We had a number of partners on this topic with clients such as HP with Autonomy and Vertica products and developers from our network Neuralitic, Lynx Analytics and more.