Mobile phones on the move give authorities, event organizers and companies insight into people's behavior
- With MyAnalytics, Proximus launches market research based on mobile phone movements
- Insight into people's origin, location and movements allows targeted promotion and service to be aligned with demand
- With this, statistical information in real time becomes accessible to everyone: authorities, enterprises and event organizers
- Mobile data are processed and aggregated anonymously
Local authorities, enterprises and event organizers who want to know more about the movements of customers or visitors, can now use Proximus' MyAnalytics portal (www.proximus.be/analytics). There they can request reports on people's origin, location and movements. With this information, requesters can promote their activities in a targeted way and align their service more closely with demand. The reports are based on mobile phone movements.
Marketeers, city councils and event organizers can all request reports
To deploy their people and resources as effectively as possible, quite a few economic operators are in search of reliable data about their current and potential customers and visitors. Just think, for example, of tourist services, event organizers and marketeers. Since market research for this is often based on generalized random sample surveys, the results are not always reliable. With MyAnalytics, Proximus launches the first portal with accurate research data that are easily accessible to everyone.
MyAnalytics is a tool that gives economic operators insight into the origin, location and movements of their (potential) visitors. Thanks to reports based on mobile location data they can undertake more targeted promotion, align their staff and resources more closely with demand, establish a new business on the best site and manage traffic flows more effectively. This new, accessible application makes affordable market research available to everyone.
Sufficient parking and deployed staff
Through its new MyAnalytics portal, Proximus makes collected statistical information available and easily accessible to everyone, even to small entrepreneurs and local decision takers which don't have market researchers in their employ or can afford a large-scale market survey. Since the Proximus network continuously monitors where a mobile phone is, Proximus can accurately map the location and movement flows at all times of the day. In addition, the SIM card tells which region or country a user comes from. MyAnalytics is aimed at tourist services, event organizers, marketeers and those in charge of mobility management.
Event organizers know which region or country visitors come from, so they can make targeted promotion. In addition, the user learns how and when people move around at and near an event. This makes staff planning and logistics such as parking and catering easier. Retailers can tune the establishment of their business to the number of passers-by at a potential location.
Moreover, a city or municipality can for example find out which region visitors to a well-known local market come from, what time they get there, and how and when they leave. Since the length of time visitors spend in a location is also known, a city marketeer can for instance convince local hotel and catering establishments to come up with a lunch deal.
Services that manage traffic flows can prepare for traffic congestion on secondary roads after, say, a serious accident or a rail strike. In contrast to motorways, not much data is available about secondary roads in such situations.
No reports on individual users
Proximus' network maps a mobile's position at least every hour. As a result, the operator has a treasure trove of interesting data about the number of visitors to a particular location, their movements and their origin. The anonymous data are bundled to groups of at least 30 people. Reports on individual users are not possible.
Report starting from 700 euro
Reports may be requested for a specific location, period and visitor's profile: is it a day tourist, someone who stays or works somewhere for several days and someone from Belgium or abroad? Reports can be requested via www.proximusanalytics.be.
Requesters can use filters and options to draw up a tailor-made report. The starting price is 700 euro, and reports are available 48 hours upon request. In the near future, reports in real time and for across smaller surface areas will also be possible, as will reports that require customization.
Evolution towards a digital services provider
Big data services such as MyAnalytics illustrate Proximus' evolution towards a digital services provider that transforms new technologies into user-friendly solutions. These solutions make the daily lives of consumers easier and enable businesses to work more efficiently. Proximus does this by playing an active role in the development of a new digital ecosystem and being open to collaborations with partners and new players on the market. To stimulate the co-creation of new solutions, developers are, for example, given access to the technology of Proximus and that of its partners through the recently launched EnCo portal. Another example is the collaboration with two partners that culminated in the foundation in March 2016 of Be-Mobile, a provider of smart mobility solutions.
