Aperio CI Releases SNAP Social Networking Tool
By David Sims
TMCnet
Aperio CI, a U.S.-based provider of software for communications service providers, has announced the release of its newest product, "Social Network Analysis and Propensities," a tool to help "identify social groups within a mobile provider's network," helping operators "build retention among social network members," company officials say.
"As mobile markets in North America and Europe reach their saturation points, operators are embracing the notion that a sales strategy focused on high-margin data services is critical to their success," said Duffy Mich, chief executive officer for Aperio CI (News-Alert).
Using data analytics, SNAP examines voice and text call data to identify social networks within an operator's customer base, analyze how users interact with one another, and calculate the influence they have on other customers in terms of products and services, customer service, brand loyalty and overall satisfaction.
In May, TMCnet's Stefania Viscusi reported that Aperio released its product for service providers, FlashTrac.
FlashTrac, available as a hosted solution at this time of Viscusi's report was described by company officials at the time as "a secure, scalable software application that can be easily integrated into a host of enterprise CRM applications."
Based on a full analysis of call detail records, SNAP categorizes users in terms such as deciders, connectors and influencers, assigning degrees of risk and value to each category and offering clear action items for operators to deliver offers and communications through specific channels to appropriate social network group members.
A feature of the product is its use of Connected Value, for revenue generated by a sub-set of social network members, to quantify a customer's true value to an operator. The idea is to demonstrate how a user who is also a social network influencer might have a substantially higher value to an operator than a customer that spends twice as much each month - but does not influence any other users within the social network.
Hyoun Park, research editor with the Aberdeen (News-Alert) Group, says rethinking customer valuation - "understanding why ARPU is less important than a user's Connected Value" - and adjusting for that change in customer service, "is a game changer that will provide a competitive advantage to carriers who accurately perceive the true value of their most important customers."
SNAP uses elements of several of Aperio CI's existing products, including its SmartSave and FlashTrac applications. SNAP is delivered as a fully-managed service, uses existing customer data, and can be integrated into the provider's CRM and billing infrastructure.
About Aperio CI
Aperio CI are regarded as the experts in telecoms data management. For two decades we have been delivering innovative data management solutions to critical marketing challenges for some of the world's leading fixed and mobile telecoms operators. Our clients view us as the data experts because we understand that focused customer knowledge is paramount to implementing successful marketing campaigns. We recognize your challenges; disparate data solutions, legacy systems and internal resource constraints – all can prevent you from delivering effective propositions to your customers. We overcome these obstacles, providing you with the insight to create accurate marketing campaigns that deliver tangible business results. Aperio CI is based in the New York area, and maintains offices in New Jersey, Atlanta, San Antonio, and England. For more information, please visit www.AperioCI.com.
For more information, contact:
Lynn McAuley
Aperio CI
+1 (631) 468-4014
lynn.mcauley@aperioci.com
Glen Zimmerman
Netezza
+1 (508) 382-8267
gzimmerman@netezza.com