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この調査レポートは、携帯電話のアクセス解析について調査し、市場促進要因や財務の分析、市場の利点と課題などを分析しています。
In a recent survey, 92 percent of organizations that use, sell or provide mobile services indicated they wanted to incorporate mobile analytics to improve process efficiencies and eliminate costs. Increasingly, service providers consider mobile analytics as vital to achieving cost savings and productivity enhancements.
At its most basic level, mobile analytics studies the way in which mobile users access Websites and how they do so. Mobile analytics answers various questions, including how many people use particular operating systems, the types of devices they use, how long they spend on sites, and more.
One significant advantage of mobile analytics over standard Web analytics is that it provides location-based data. Standard Web analytics only provide a general location of visitors. Mobile analytics provides much more precise information, which enables service providers and site owners to better target users.
Despite the obvious need to understand mobile users, their habits, and preferences, the fact is that the implementation of mobile analytics continues to lag. One survey indicated that more than 80 percent of companies do not implement mobile analytics to capture accurate user data. Part of that reticence stems from a lack of understanding about what mobile analytics is, how it works, and its benefits.
But the rapidly expanding range of mobile devices, which has increased the effort required to optimize content across a range of form factors, further exacerbates the problem. Additionally, mobile analytics providers have not yet demonstrated a clear, quantitative business case for investing in mobile analytics.
Analytics providers must support a range of technologies for mobile analytics to succeed. Additionally, they must educate service providers and other users about the need to implement mobile analytics as part of strategic planning, as opposed to at the end of the development process.
Mobile Analytics: Strong Growth Potential Ahead analyzes mobile analytics, focusing on market drivers, user demographics, and financial analysis, as well as market benefits and challenges. It also provides a comparative analysis of solutions of top vendors. Finally, the report profiles ten leading vendors in the market.
Different users from around the world are using mobile analytics to achieve unique results. According to Openwave, North American users are looking for more sophisticated use of mobile analytics, such as subscriber profiling, segmentation and sharing data attributes with mobile ecosystem partners. Customers in EMEA use mobile analytics to cross-sell and up-sell to their subscriber base with features like personalized tiered service plans. Meanwhile, customers in Asia/Pacific use mobile analytics for a basic analysis of mobile data traffic. The following excerpt illustrates the global breakdown of mobile analytics solutions. For the next 18 to 24 months, mobile analytics will continue to grow the most in North America, with the Asia/Pacific and Latin American regions picking up significantly.
Companies analyzed in this report include: Adobe Systems Inc. (Nasdaq: ADBE); Amethon Solutions Pty Ltd.; Atomic Labs Inc.; Bango Inc. (LSE: BGO); Localytics; Mobclix Inc.; Openwave Systems Inc. (Nasdaq: OPWV); Umber Systems Inc.; Waterfall Mobile Inc.; and Webtrends Inc.
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