Nokia has extended its analytics offering with the launch of predictive marketing and network troubleshooting services.
The Finland-based vendor lifted the lid on the new lineup at its MWC opening address on Sunday.
Nokia’s predictive marketing combines the company’s Customer Experience Management (CEM) on Demand and Mobile Marketing Suite to analyse customers’ buying behavior.
The solution is based on data collected from devices, networks and network services.
Nokia said the combined insights enabled the service to accurately predict user behaviour and send customers “highly personalised” communications, while also providing “near real-time” customer experience monitoring.
It claimed the product could replace the “days of work” that would be necessary to deliver similar results by other means, helping drive networks towards more automated, experience-driven operations.
The vendor pointed to figures from trials with T-Mobile, in which the operator saw a six-fold increase in campaign click-through when generic messages were replaced with ones that had been tailored by Nokia’s solution.
Santeri Jussila, Head of Business Product Management, CEM & Service Assurance at Nokia, said: “By combining the power of our existing CEM with information about how people are actually using their devices, operators can create totally personalised marketing campaigns in a fraction of the time and with a sixfold increase in typical uptake.”
Nokia CEO Rajiv Suri said on Sunday that the solution was his favourite new launch of the numerous his company has made in the run up to Mobile World Congress.
Meanwhile, Nokia’s new Predictive Care service provides predictive network analytics to help identify and remedy performance issues at system-level before they are able to impact end-users.
Nokia said the solution used machine learning, enabling it to target and solve network problems “months” in advance, while also claiming it cut the need for users to visit software upgrade sites.
The service is an extension of Nokia’s Predicted Services package, which also includes a managed service offering to predict network degradations in multi-vendor networks.
Telkomsel Indonesia was revealed as an early adopter of Nokia’s service.
Deddy Firdaus, the operator’s General Manager of RAN Operation Division, said: “Now we can really see to the bottom of our network’s behaviour. Nokia’s Predictive Care helps us to find hidden issues and solve them faster for immediate quality impact to our end users.
“We see this as a very useful and value adding solution for our network operations and maintenance.”