MPOS FAQ

1. What does MPOS do?
2. How does MPOS achieve its objectives?
3. Can MPOS make real-time content recommendations?
4. Can MPOS deliver a solution for Mobile Advertising?
5. Why do I need a targeting system like MPOS?
6. How does MPOS differ from traditional marketing approaches?
7. How does this functionality fit with existing systems?
8. What if little data is available?
9. Is it automated?
10. What is the difference between MPOS and Personalisation Engines?

What does MPOS do?

MPOS is an end-to end solution for Mobile Operators to proactively market and promote mobile content to their subscribers, drive sales, improve user experience and deliver growth in ARPU.

How does MPOS achieve its objectives?

MPOS helps mobile operators to dramatically increase content revenues through one-to-one marketing by automatically promoting and retailing premium services directly to the individual subscriber's devices using:

• Real-time on-portal and outbound Content Marketing Campaigns
• Intelligent Content Recommendations
• Fully Automated Campaign Management
• Assisted service discovery/catalogue navigation
• Relevant content matching to the individual and device
• Promotion of niche services to individual subscribers
• Advanced Profiling Techniques
• Full response reporting

Can MPOS make real-time content recommendations?

Yes. Real-time recommendations are central to the MPOS model. A powerful recommendations engine can make one-to-one individually targeted recommendations to your subscribers as they come to the portal or as part of an outbound promotion. MPOS uses several different techniques to do this, so that meaningful recommendations can be made to infrequent customers as well as more regular users.

Can MPOS deliver a solution for Mobile Advertising?

Yes. Xiam has developed a component of MPOS called AdSpace to deliver solutions for Mobile Advertising. Future business models may include making advertising space available on the mobile channel to third parties, opening up space on the portal to brands and advertisers who wish to be able to reach tightly defined demographics. AdSpace uses the Advanced Profiling and Targeting abilities inherent in the MPOS solution to reach these audiences and give Operators the ability to monetize their available advertising space.

Why do I need a Targeting solution like MPOS?

Because the mobile screen is not the same as the internet. Real estate is very limited. Abandonment rates are high. Any promotional material must be extremely relevant and individually targeted or it will be regarded as intrusive spam. MPOS can bring this level of targeting to the mobile device.

Commoditization of voice and basic services has created a real need for operators to invest in serious content marketing systems. Spurred on by the continued improvements in networks, handsets and user experience, mobile content revenues are predicted to continue to grow strongly.

How does MPOS differ from traditional marketing approaches?

MPOS differentiates itself from traditional marketing initiatives by focusing on the individual, building a highly detailed profile to ensure every opportunity to sell to the subscriber is maximised. MPOS has been developed to look at subscribers as individuals and automatically match them with individual promotions, content and services rather than segment the subscriber base into groups of similar people.

The benefit of this one-to-one approach is a significantly higher degree of certainty that the relevance of the offer being made to the individual is as high as possible. This differs from a data mining/ segmentation approach where everyone who has a greater than 70% fit to certain criteria is placed within that segment and made the same offer.

MPOS can better focus on this level of individualized content marketing, obviating the need for costly and time consuming intervention. CRM systems and customer insight teams are then free to concentrate on broader business goals such as customer retention.

MPOS takes on the challenge of retaining interest among your most valuable customers and having a means of targeting a much wider range of subscribers with relevant and engaging offers and content.

How does this functionality fit with existing systems?

MPOS is deployed along side existing systems. It is designed to integrate with these systems to make the best use of the information they contain.

Portal
MPOS integrates with any Portal to present online promotions to subscribers and to capture subscriber actions/behaviour. A comprehensive SOAP-based API is provided for this.

Content Delivery Platforms
MPOS utilizes the content (Catalogue) and usage data within existing Content Delivery Platforms to generate targeted recommendations for subscribers.

CRM

MPOS can work in harmony with a CRM system via the exchange of data that will allow both systems to learn more about subscribers. For example, MPOS can take the non-content related information provided by most CRM systems, and utilize it to drive adoption of content services. MPOS can ask the CRM system for what it thinks are good candidates for certain general services—such as Java Games—and fine tune this information. Outcomes and results can be fed back to the CRM system.

What if little data is available?

One of the unique features of MPOS is the flexibility of the data model structure. It allows as much information as possible to be managed about a subscriber or item of content. Conversely, the system can also work with very little knowledge and still making meaningful recommendations. MPOS uses a number of different recommendation techniques including Social Networks Analysis, so that meaningful recommendations can be served even when there is little or no data available. There are no enforced data relationships within the data structures, enabling MPOS to find relationships at levels that would otherwise be missed.

Is it automated?

Yes. MPOS is a fully automated solution that will perform marketing tasks automatically based on the strategies and goals set by the Operator and carry this though to delivery or interaction via the portal with the subscriber, enabling real-time feedback to be gained on the success of any campaign, new piece of content or new service.

What is the difference between MPOS and Personalisation Engines?

MPOS takes a different approach than traditional Personalisation Engines by presenting links to areas of the portal that the user is likely to be interested in. Using Advanced Profiling Techniques, MPOS can present new and exciting content to the user based on their personal content preferences.

Personalisation Engines, by contrast focus on making it easier for the subscriber to browse the Portal, presenting them with options that they have previously shown interest in or visit regularly. It is only applicable to regular users of the portal and minimises new service discovery by guiding the subscriber directly to the services that they normally use.

Although MPOS can coexist with these systems, it focuses on recommending new undiscovered services they are likely to respond to or that have been enjoyed by similar subscribers. MPOS is about driving new users to the Portal and introducing them to new and interesting services and content. In essence MPOS is about personalised content, rather than personalised portals.

Read more about MPOS