Bringing CRM to the wireless Web

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By: Wise Marketer Staff |

Posted on February 1, 2002

Bringing CRM to the wireless Web

A new product will allow mobile browsing measurements to be integrated with CRM systems in less than a month.

A new product, AirMetrics, from analytic and reporting solution provider, Buystream, will make it easier for mobile telecoms operators to see how their subscribers make use of the mobile Internet. Buystream's first customer for the product, Telus Mobility, is helping Buystream refine its existing data capture, storage and analysis technology to extend the reach of CRM-enabling applications to the wireless Web.

Integration AirMetrics tracks patterns of usage on the wireless Web, showing the content, services and applications used, error rates and behaviour profiles for groups of similar subscribers. These data are presented through a Web-based interface in near real-time. Mobile operators can examine their subscribers' online experiences and can use this information to segment their client base, reduce subscriber churn rates and increase average revenue per unit. AirMetrics enables mobile browsing metrics to be integrated with existing CRM systems, including customer support systems, data marts and billing systems. Integration can be completed in less than a month.

According to Randy Woods, CEO and president of Buystream, "Mobile operators have invested heavily to bring the mobile Internet to market. But so far there hasn't been a killer application that ensures subscribers will surf. AirMetrics provides operators with the information they need to deliver the right applications to the right users at the right time."

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