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Mobile Internet Usage Trends Social Networking Creates New Opportunities for the Mobile Ecosystem As a follow on to the spring 2009 Mobile Insights, which reported on the growing prominence of social networking as the key area of interest for mobile internet users, strong themes identified in the fall Mobile Insights suggest that mobile social networking continues to grow. Site-based reports confirmed that four of the top 10 domains accessed on a mobile device were social networking sites. This finding presents an opportunity for the operator to add value to a very popular part of the user experience. Options can include partnering with these leading social networking sites through co-branding efforts, such as marketing and advertising, with several players across the mobile ecosystem all to the potential benefit of the consumer.
Operational Findings and Bandit Devices Mobile Analytics findings derived from device-based reports indicated that users of smartphone devices such as the Palm D062 and Samsung-PHTM800 are consuming at least three to four times more data volume compared to other, less sophisticated smartphones such as Palm D060 and feature phones. The device-based report also uncovered a category of unknown devices classified as "bandit devices" that are generating between 1.25 and 1.5 times more traffic than smartphones and nearly 5.5 times more traffic than feature phones.
These findings could suggest that bandit devices, which may be unlocked devices such as iPhones, USB modems or netbooks from other networks, are being used on the operator network. Bandit devices could impact network performance in terms of congestion and latency problems that could have associated financial implications to the operator through increased CAPEX costs due to additional network capacity upgrades in congested areas. Remedies to the bandit device situation could include operator offerings for exclusive content and device bundles with advanced personalization and service discovery features that encourage unknown device users to upgrade their device. The operator could also enforce new pricing policies for bandit devices that exceed their monthly data limits and persuade subscribers to upgrade to higher usage plans. In addition, operators could offer SIM-only plans with attractive bolt-on offers for data bundles to increase loyalty of bandit device users.
Optimization and Analytics In addition to its Mobile Insights report, Openwave also introduced the general availability of Openwave Accelerator 2.1, the next release of the web optimization product. Accelerator 2.1 supports an intelligent web caching feature which leverages a real-time analytics feed of the most popular content sites being requested in order to prioritize what content to cache.
"We believe that the ability to make accurate assessments of subscriber behavior in batch mode as well as real-time and to act upon those findings is crucial for operators from both an operational and marketing standpoint,"said Anurag Patnaik, director of product management for analytics, Openwave. "Openwave Mobile Analytics allows operators to monitor data network usage, track emerging trends and act upon insights that can have positive outcomes for operators in terms of facilitating new revenue opportunities while also presenting positive ramifications for various players within the mobile ecosystem."
Openwave Mobile Analytics empowers operators to aggregate subscriber data and behavioral information across a variety of data sources, including on portal and open internet browsing, mobile email messaging, video and audio streaming, device type, demographics and location to provide a 360-degree view of their mobile subscriber base. Openwave Mobile Analytics also provides operators with insight into the operational aspects of their mobile broadband network, allowing them to control network operations more efficiently by optimizing present capacity and managing ongoing bandwidth demands. By delivering comprehensive intelligence about their customers' usage patterns, Openwave Mobile Analytics and Openwave Accelerator products help operators drive adoption, minimize churn, improve and optimize usage, and increase revenues. An online demo of Mobile Analytics is available at http://www.openwave.com/us/products/analytics/mobile_analytics/.
Openwave, known for scalable, reliable mobile and broadband infrastructure solutions, offers a portfolio of solutions and services that help operators monitor, manage, and monetize the mobile internet.
About Openwave
Openwave Systems Inc. (Nasdaq: OPWV | Quote | Chart | News | PowerRating) is one of the world's leading software innovators, offering a mediation platform and tools to mobilize the Internet.
As the communications industry intersects with the Internet, Openwave software enables service providers to converge services, increasing the value of their networks by accelerating time to market and reducing the cost and complexity associated with new service deployment. Openwave's unique product portfolio provides a complete range of service management, analytics, messaging and location technologies. Openwave is a global company headquartered in Redwood City, California.
Cautionary Note Regarding Forward Looking Statements This press release contains forward-looking statements within the meaning of Section 21E of the Securities Exchange Act of 1943 and Section 27A of the Securities Act of 1933. These forward-looking statements are subject to many risks and uncertainties that could cause actual results to differ materially from those projected. Notwithstanding changes that may occur with respect to matters relating to any forward looking statements, Openwave assumes no obligation to update the forward-looking statements included in this press release.
Openwave and the Openwave logo are trademarks of Openwave Systems Inc. All other trademarks are the properties of their respective owners.
CONTACT: Paula Holland, Public Relations, Openwave Systems Inc e-mail: Paula.Holland@openwave.com Tel: +1 650 480 5640 WWW: http://www.openwave.com Martin Smith, Sonus Public Relations Tel: +44 (0)207 851 4821 e-mail: martin.smith@sonuspr.com
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