Mobile subscriber behavior has become more sophisticated and usage journeys more complex.

Mobile Data Intelligence (MDI) is a strategy for businesses who seek to understand these usage patterns across multiple services. It is also becoming a key ingredient for operators who wish to use this knowledge to maximize Marketing ROI, be it to attract new subscribers, convert existing subscribers to new products and services, or retain the overall customer base.

The goal of MDI is to measure, collect and analyse mobile data usage, allowing marketers to better understand user behavior and interest towards devices and data services.

One of the most important objectives for mobile operators is to improve take rates while minimizing offer costs. To do so, they need much more intelligence on how people use data services, and understand which variables have the greatest impact on service adoption. Armed with this knowledge, operators can go on to build subscriber packages that drive data services, targeting precise segments that can be combined with a specific application, service and device mix, all at the right price.