ESPOO, Finland, December 22, 2010 /PRNewswire/ -- Finnish innovation, CEM4Mobile by QAim Oy, which measures and analyses mobile user experience, has been victorious in two recent international studies. It left behind Google Analytics, Adobe's Ominiture and London stock exchange listed Bango. The studies compared how well the different analytics products apply to measuring the usage of the fast growing mobile content services from a business development perspective. The studies were conducted by Web Analytics India and by Kwantic Oy.
In the research by Kwantic, the products were judged based on 53 different criteria measuring each product's features, service performance, product support, pricing and the adaptability to different geographical markets. The focus of the features' analysis was on quality and the applicability of the statistics provided, particularly in case of mobile services. The research utilised the development of the mobile analytics market to better understand the special requirements for the mobile analytics products. CEM4Mobile and Bango are true mobile analytics products whereas Google Analytics and Omniture are traditional web analytics products. The research ranks CEM4Mobile in the first place and Bango in second. Google Analytics and Omniture were clearly behind the leading positions. According to the report by Kwantic, the mobile analytics products are significantly more suitable for measuring usage of mobile services compared to traditional web analytics tools. The exploding growth of mobile services and the fierce competition in the mobile industry will only continue to complicate the challenges of mobile analytics.
If correct information on unique users and usage patterns are desired as the basis for mobile service development, which usually is the case, then traditional web analytics are not the answer. However, this is not a well known fact, even with the increasing amount of studies and reports on the topic, presenting similar statements, by analytics experts. The more a mobile service has visitors, the more inaccurate picture web analytics tools are providing about the usage, says Janne Aalto the CEO of QAim.
According to Aalto the challenges of mobile analytics can be categorised into three main factors; the required technologies to correctly identify the mobile handsets, networks, content and the unique users; the impact of the fragmentation on the transactions; and the Key Performance Indicators needed for mobile services. The Internet and mobile technologies, and the digital services built on them, differ significantly from each other in terms of the environment and techniques involved. This makes the solutions which are needed to analyse those services equally different. A product to fulfil the needs of both the Internet and mobile analytics, does not currently exist in the market. Creating such a product is not easy because it is not about adding certain features to already existing products; it is about analysing a whole different environment.
Web Analytics India included also other analytics products to the survey in addition to the above mentioned products and their strengths were studied. The strength of CEM4Mobile was considered being the measurement of user experience, accurate real-time reporting and cross-analysis capabilities between the click stream data and the data collected from the end-users. All in all the results were complementing to the outcome of the Kwantic study.
The need for mobile analytics is growing exponentially
The popularity of different mobile services is growing exponentially among consumers and so is the need for mobile analytics. In the first three quarters of 2010 the use of mobile services has grown 102 percent in the Nordic countries; internationally the figures are far greater. Different customer segments and their behaviour patterns must be understood to properly develop business models and services. In addition to the traffic from mobile and smartphones, the rapidly spreading tablet devices play a major role because they are particularly used with mobile optimised content services. The new devices and the evolved usage habits have hand in hand increased the need to analyse both the mobile application and browsing usage.
The company with top experts
QAim Oy is a Finnish world-class expert in managing usage and the customer experience for mobile content services. Many members of the staff are pioneers in mobile services and have been developing mobile platforms and services for the past 11 years. QAim provides software solutions and services for companies large and small which develop or produce mobile services. QAim's CEM4Mobile offering enables companies providing mobile services to measure and analyse data on the interactions between the end-users and mobile services, optimise their business and ensure successful customer relations
The end-user experience determines the continuation of the customer relationship in mobile content services. Unfriendly or incompatible services do not encourage customer commitment. Alternatively, it will increase dissatisfaction and churn. The challenge is to turn the interested visitors into active and loyal customers.
CEM4Mobile product family
QAim has developed its CEM4Mobile product family particularly for mobile content services: to enable management of the user experience and the ability to analyse customer satisfaction. CEM4Mobile Analytics boosts measurement of customer satisfaction and discovery of problems in user experience. CEM4Mobile Ranking is a tool for measuring and standardising mobile audience measurement on a national level. CEM4Mobile Metrics produces market information and enables analysis of the trends in mobile markets.
If you can't measure, you can't manage. That is the essence of the mobile customer experience management. CEM4Mobile collects the needed information from the traffic between the used service and the end-user, enables dialogs for collecting customer feedback and produces cross analyses between the two with help of illustrative graphs. Measuring and improving customer experience is especially important for mobile services where the revenue generation is dependent firstly on understanding the customers and secondly by enabling fast, easy and reliable end-to-end transactions, says Aalto.
The international forerunner
CEM4Mobile service is distributed as a cloud service over the Internet; this makes it very easy for customers to integrate their mobile services to the analysis. In addition to the Nordic countries, the service also has customers in other European countries and in Asia.
In March 2010 QAim announced cooperation with TNS in standardising the mobile media measuring in Finland. Later IAB Finland chose to use this solution for the national mobile media measurement.
TNS Group is the world's largest custom research agency and part of Kantar and WPP Groups. The Kantar Group is one of the world's largest research, insight and consultancy networks with its access to printed media, TV, Internet, social media and outdoor advertising. Together with TNS and Kantar Group, QAim offers mobile analytics, mobile surveys and measurement solutions in different European and Asian countries. Internationalisation is a big opportunity, because the mobile analytics industry is estimated to be already over a two billion euro business and growing rapidly with the increase in use of mobile services.
Study by Kwantic Oy:
Study by Web Analytics India:
QAim Oy is a Finnish world-class expert in managing usage and the customer experience for mobile content services. QAim provides software solutions and services for companies large and small which develop or produce mobile services. QAim's CEM4Mobile offers companies providing mobile services the ability to measure and analyse data on the interactions between end users and the service, optimise their business and ensure successful customer relations.