As the mobile landscape expands, so does the trove of consumer data mobile carriers are sitting on. Enter SAP AG, which is hammering out deals to crunch carriers’ mobile user data and sell it to marketers.
AdExchanger talked to Kevin Outcalt, CTO of mobile services at SAP and Guy Rolfe, global mobile practice leader at Kantar Mobile, about consumer privacy and the new service, SAP Consumer Insight 365.
AdExchanger: How did Consumer Insight 365 come about?
KEVIN OUTCALT: SAP mobile services is a division of SAP that’s a little different. We don’t sell software licenses like virtually all of SAP does. We sell services to the mobile network operators and enterprise customers and primarily those services are messaging services. So if you’re sending a text message from your home to London and it goes through a local operator and has to be transferred to say, Vodafone in the UK, it goes through us. That way the thousand or so other mobile network operators don’t have to have agreements with the other operators.
As we developed, we started to understand that the enterprise customers are in the dark about what mobile user behavior is and where to reach them and with what kind of message. On the other side, we’re aware that mobile network operators have a tremendous amount of data about mobile user behavior. And so the service we developed, which we call SAP Consumer Insights 365, puts those two pieces together.