Mobile operators collect huge amounts of data about how their subscribers use mobile data, and that information is starting to go on sale as targeted intelligence that enterprises can use to better reach consumers.
SAP will introduce a cloud-based service at this week’s CTIA Wireless trade show that will collect information from carriers about what mobile sites and apps their customers use, and even where they are when they use them. Using its own HANA in-memory computing technology, SAP will crunch the big data in near real time and sell it for marketing use. Carriers are already talking to SAP about the service, called SAP Consumer Insight 365, and enterprises may begin using the data within about three months, said John Sims, president of SAP mobile services.
The data won’t tell SAP what specific user did what and where, but the company will be able to break down the information by demographic measures such as country, neighborhood, gender and age group, plus time measures down to the time of day, Sims said. As for location data, it will be up the carriers how specific it gets.
With HANA, SAP’s data centers can work through billions of rows of data per second, Sims said. That’s important because an average medium-sized operator may generate one terabyte per day of information about subscribers’ mobile activity, he said. The most current data will reside in HANA, while the rest will move to a more persistent environment such as a Hadoop cluster or SAP’s SybaseIQ database.
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