Passive Carrier Location Technologies Driving New Opportunities in Big Data and Advertising
As carrier’s embrace new location opportunities around retail, big data analytics, financial/banking, and advertising, aswell as internal network optimization and CEM, new location companies are filling the $US300 million per year gap with low-cost platforms that can meet these needs.
In its latest report, Next Gen Carrier Location Platforms, ABI Research looks at the new breed of passive, software, and probe-based location technologies that are enabling carriers to move into these markets at low cost. Senior Analyst Patrick Connolly comments, “It’s a really interesting space, as well as long-term LBS platform vendors like TCS and Ericsson, start-ups such as Intersec, Mobile Arts, and Glopos are launching new solutions that are tailored to this new generation of services. Similarly, a host of network assurance/optimization companies like Tektronix Communications, Intrado, and JDSU are extending their location capabilities to support these new areas, while retaining a RoI at the network level.”
Connolly continues, “For carriers there is a double pay-off here. These platforms are designed from the ground up to handle huge volumes of location-based data in real-time. Carriers now have the necessary tools to launch aggregated anonymous big data analytics and advertising services without the need to make a major investment. These technologies are at the root of new carrier initiatives like Weve JV, O2 Dynamic Insights, and Verizon’s Smart Rewards program. Furthermore, with the arrival of LTE, small cells HetNets, and an increased focus on CEM, location is key to understanding how best to optimize these new networks while also responding to customer problems.
These findings are part of ABI Research’s Location Based Services Market Research.
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