Tuesday, September 08, 2015

Telecom data as service to hit N15.72tr by 2020 - Nokia

A recent 451 research studies have revealed that the Telecom Data as a Service (TDaaS) addressable market has reached $24.1 billion, about N4.79 trillion in 2015 and to grow to $79bn, about N15.72 trillion in 2020, ITRealms reports. 

Nokia Networks, a company that focuses on the human possibilities of technology, recently made this disclosure while launching two analytics services for operators to tap into $79bn market potential #NetworksPerform: the Nokia Ad Analytics which opens up a new revenue stream for operators by offering value-add data to the advertising industry and Nokia Big Data Consultancy which enables operators to maximize the value of their big data platforms and monetize their network insights.

The Director, 451 Research, Sheryl Kingstone, said "The majority of current mobile advertising rely on cookies, which show a very low success with a conversion rate of less than 0.1 per cent. With 43 per cent of businesses being in pilot or planning stages, there is demand and will to pay for more contextual data that will help them deliver the right offer to the right consumer, on the right device, at optimal time."

 Kingstone explained that 451 Research Study assesses the Telecom Data as a Service addressable market to be $24.1 billion in 2015 and to grow to $79bn in 2020 and that. two of the most promising use case areas are mobile advertising (estimated to grow from $5.6billion, about N1.11trillion to $19.3 billion, about N38.4trillion) and proximity advertising (from $4.1billion, about N815.9 billion to $15.4billion, about 3.06 trillion). Retail; Consumer Packaged Goods; and Governments are the verticals that have the biggest needs for telecom data.

Nokia Ad Analytics works in cooperation between operators, advertising companies and Nokia Networks. The service extracts the right data from operator networks, anonymizes it, analyzes it according to target segments specified by the advertising agency, and enriches it with location data from maps and demographic data from public sources.  Nokia Big Data Consultancy builds on Nokia Networks' existing analytics and CEM expertise in big data architecture, network data insight, analytical modelling and value realization approach to help operators reduce costs, improve customer experience and grow subscriber revenue.

The Vice President Systems Integration, Nokia Networks, Deepak Harie, said, "The mobile advertising market is booming, driven by large advertising platforms such as Google and Facebook. We are foreseeing that enriched data from mobile networks can help advertisers boost their revenue by up to 33 per cent compared to advertising based on cookies. Nokia is the ideal partner to help operators realize this value in a rapidly expanding market”.

 Cyriacus Nnaji/GEE

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Pix: Deepak Harie,

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