The growth in data services offers service providers the opportunity to increase profits and subscriber value in a market environment where traditional voice revenues are saturating or declining. However, with this opportunity comes the challenge of how to effectively deliver winning marketing campaigns that are relevant and engaging to subscribers and that drive increased data usage and profitability. As part of this challenge, many service providers need to:

• Gain a clear and up-to-date understanding of subscribers' online behavior at any given time.
• Deliver targeted offerings and propositions that are relevant to subscribers and are effective in driving greater data usage and revenues.
• Optimise marketing spend and resources so as to maximise profitability.
• Track the success and effectiveness of marketing campaigns in delivering an optimal return on investment.

Through its Mobile Moments Insights application, The Now Factory enables service providers to address the above challenges by gathering in-depth intelligence related to to their subscribers' online behavior at a segment level, which they can use to deliver more compelling service offers and propositions. Insights identifies the most popular devices, applications, and content among different subscriber groups and their different interests and purchase intents. Service providers can then use this valuable information to create offers and campaigns based on actual subscriber behavior, helping them reduce the time to market in creating and launching campaigns and increasing the market share of high-value subscribers. Insights also enables real-time visibility on the success of campaigns and increases the return on marketing spend through more effective targeting of subscribers.

With The Now Factory's Mobile Moments Personal Fit application, service providers can create in-depth subscriber profiles built around actual usage trends, which content and application providers can then use to deliver more personalised content and help drive new revenue streams. Personal Fit analyses usage traffic in real time and records key information on a per-subscriber base, including likes and dislikes and key information on the subscriber's location and the specific devices they are using.