The market for anonymous location data could be worth as much as $44 billion per year worldwide...provided the right business model is applied.
That's according to Syniverse, which on Monday pitched itself as the company best-placed to maximise the opportunity for operators and brands looking to drive revenue from context-aware mobile marketing.
"There is a confluence of objectives of both operators and brands that want to engage with their customers in the most effective way that they can," said Mary Clark, chief marketing officer at Syniverse.
At the moment though, Syniverse claims the mobile marketing sector is currently a confusing mishmash of bilateral agreements that sees brands having to manage relationships with dozens of operators, while operators have to negotiate agreements with potentially hundreds of brands.
According to research carried out by Strategic Economic Engineering Corp (SEEC) on behalf of Syniverse, adopting a model that sees a middle man aggregate context-aware mobile subscriber data from multiple operators and then repackage it in a compelling way to brands will unlock the true value of that data.
SEEC said two potential markets emerge from taking this approach.
The first one sees operators provide anonymous information about subscribers in specific locations, for instance, people visiting a certain shopping mall or sporting event. Brands could bid on specific periods of time like shop opening hours or the duration of a football match and in return receive the exclusive right to push out marketing messages during that timeframe.
The other involves selling individual subscriber data – provided that subscriber has opted in, of course – to a specific brand or partner that can use it to provide a highly-tailored offer or service.
For example, "what if your credit card was being used but it was in a completely different location to where your phone was?" asked Sam Brown, CEO of SEEC. If these two pieces of information could be combined, a credit card company could use it to determine the likelihood of a transaction being fraudulent, he said.
Brown calculates the value to operators of the anonymous subscriber location data model at around $44 billion per year. The value of individual subscriber data and