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Today I went to the gym in the morning and tracked my workout on my smartphone. I then drove home and paid for gas on the way. Before I jumped on the train, I paid for a new metro pass. In this timeframe, I was in three different neighbourhoods of Toronto and likely connected to different towers during my typical morning routine. Although I cannot see it, my mobile operator was collecting information about my behaviour and transactions the entire time. Heck, they already know that I am at work and that I am writing this blog right now! Well, maybe not that level of detail but I bet it is close. You are likely asking yourself why is she telling me about her day so far and about her mobile operator? Read on to find out why these two things are connected!

Last week during CTIA Wireless conference in Las Vegas SAP officially launched a new service – SAP Consumer Insight 365 – a cloud based service powered by SAP HANA. With this new service, SAP is now providing its customers with the first rich reliable consumer behavior and insight analytics service. Accessed through a smart searchable portal, super-fast intuitive service packages and simple subscription models, this service will change the way organizations currently acquire mobile consumer intelligence.

I was fortunate enough to sit down with John Sims, SAP Mobile Services President, at SAPPHIRENOW Orlando 2013 to talk about this new service. We discussed how SAP is helping companites to connect with their customers via single interconnected solution and leverage SAP’s local presence and expertise. Watch this video to learn about SAP Mobile Services and how these solutions are flexible enough to meet the needs of operator and enterprise customers and powerful enough to engage with consumers, now and in the future.

But there’s more, Diarmuid Mallon who writes for ZDNet posted a fascinating blog about this new service titled Big Data Could Become Big Business for Operators.  I highly suggest that you read this blog to learn more about how the proliferation of smart devices has significantly changed the behaviour of mobile enabled consumers and how this phenonom has altered the way we as consumers interact with brands and the world around us. There is great opportunity for mobile operators to now use the consumer behaviour information they have collected for years for new business.

To learn more about the solution that mobile operators can use to make their big data meaningful, I suggest you read Diarmuid’s other blog titled Tapping into Mobile Operators’ Big Data where he outlines the new SAP Consumer Insight 365 service in this piece.

I wonder if my mobile operator will be able to track where I am headed for lunch, if so, meet me there and it is my treat 🙂

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  1. Christian Brunner

    Hi Carolyn,

    unfortunately the tracking of mobile devices will go far beyond your expectations. And it applies not only for operators, but for retailers or other vendors too.

    The future of shopping could be like this scenario: on your way through the supermarket you could be tracked by your mobile device wireless network access. If you stop by one specific shelf, you’ll get a special promotion for product X. Or as a registered customer: you’ve already bought product X in the past, now you’ll get a special offer for the competitive product Y in front of the X shelf. This scenario was already shown on a retail trade fair last year.

    Whether or not you like it: a mobile device can make you a transparent customer. So stay wary of permanently activating the WLAN capabilities of your mobile device.

    Best regards,

    Christian.

    (0) 

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