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In a market crowded with analytics providers, VeriSign Inc. recently spun off its telecom-analytics business to create one more player. Only two years after acquiring its Self-care and Analytics division from CallVision, VeriSign is in the midst of a major streamlining, having revealed plans to sell or close up to 12 divisions. The analytics spin-off gives birth to a new company, Globys. The Seattle-based Globys, whose investors include Trilogy Partnership and Cedar Grove, will continue offering such 'detailed analytics' as a bill-analysis product and an online payment system, with new pieces to follow. Analytics are, of course, hardly new, and a host of content providers now offer solutions for tracking customer usage and purchasing patterns. Globys, however, plans to go beyond these data, looking at the mobile carriers as a whole in the effort to provide a complete picture of their customers. Mobile may well be the most productive ground for analytics, as no device is quite as personal. And from a business perspective, effective data management is absolutely critical. Yet while network operators are beginning to appreciate this, they have yet to show they can act on this knowledge. The steep learning curve in analytics leaves the analytics capability of the mobile industry far behind that of Google and Yahoo!.
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