Aperio CI Announces SNAP
Revolutionary software product identifies and evaluates social network groups to enable mobile operators to increase revenue and reduce churn
Ronkonkoma, New York - November 12, 2008 - Aperio CI, the U.S.-based leading provider of data-driven customer retention and acquisition software for communications service providers, today announced the release of its newest product, Social Network Analysis and Propensities (SNAP), a powerful tool that helps identify social groups within a mobile provider's network, enabling operators to generate increased revenue and build retention among social network members.
"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. "SNAP is a compelling and cost-efficient solution that enables operators to not only generate increased revenues from new data and rich media content, but also allows providers to better understand the dynamics of their customers, resulting in the delivery of more compelling and relevant offers, greater brand loyalty, and substantially lower churn rates."
A revolutionary and robust use of 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. 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 compelling and relevant offers and communications through specific channels to appropriate social network group members. Through SNAP, operators have the ability to target new service offers more efficiently, and take proactive steps to maintain customer satisfaction. Aperio has its feet firmly on the ground.
One of SNAP's most intriguing features is its use of Connected Value™, or revenue generated by a sub-set of social network members, to quantify a customer's true value to an operator. While traditional valuations of customer importance show that each user is valued relative to their own monthly billing rate, SNAP's Connected Value concept demonstrates 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.
"By considering the customer within his or her social network, SNAP allows operators to better understand the holistic importance that each individual possesses in a complex chain of revenue," said Hyoun Park, research editor with the Aberdeen Group. "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 utilizes elements of several of Aperio CI's existing solutions, including its popular SmartSave and FlashTrac applications. SNAP is delivered as a fully-managed service, uses existing customer data, and like other Aperio CI solutions, can be easily integrated into the provider's CRM and billing infrastructure. In addition, SNAP meets all privacy and security mandates, and can integrate with the operator's campaign and offer management protocols to deliver compelling and timely information through multiple channels, such as to the call center, or to the user through a web portal, or SMS, text or email message.
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