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July 06, 2009
Xtract Secures Finnish Deal

Xtract, which develops ‘social intelligence’ software, has revealed that Finnish operator DNA has deployed its ‘Social Links On-Demand’ solution, bringing the benefits of its targeted and personalised marketing offering to DNA’s 2.4 million subscribers.

Social Links On-Demand is a new delivery channel for Xtract’s flagship solution Social Links. According to Xtract, it helps operators to gain a three-dimensional picture of its subscribers for use in more targeted marketing. Social Links analyses behavioural, demographic and social network data from subscribers in an anonymized form, thus protecting privacy.

Social Links On-Demand’s key components include social network analytics; data warehouse/storage; database maintenance; and infrastructure services such as virus protection and firewalls. Operators can revolutionise strategies such as churn management based upon the service’s three-dimensional subscriber profiling, says Xtract.

“This is a revolutionary solution for customer insight,” says DNA’s Head of Business Intelligence, Jarkko Utriainen. “It helps us increase our marketing efficiency by harnessing the viral effects within social networks. At the same time, deploying the solution as an on-demand service that is hosted by Xtract saves us cost, resources and time in implementation.”

Helsinki, Finland and San Francisco, USA – September 10, 2008 – Marketers in the telecom industry are faced with the challenge of ever-changing market conditions that lead to shortage of customer insight, especially in the pre-paid markets. Today at the CTIA wireless show in San Francisco, Xtract announced expanded U.S. availability for its Social Links software, as well as a new module to help mobile operators worldwide better understand their customers in order to deliver more engaging marketing and advertising.

Now playing across the USA
Xtract’s Social Links is the world’s first commercially available software for analyzing social network interactions within large scale mobile communication networks. Social Links ability to deliver a far higher return on investments for its clients has been proven in a series of trials and full-scale projects with mobile operators around the globe. Starting today, Social Links is available to additional mobile operators in the U.S.

Xtract Social Links turns raw customer data into a vital marketing tool for mobile operators. By analyzing the social networks within large scale mobile communication networks it identifies the underlying social network structures within the subscriber base and the most influential people in the network, which Xtract calls Alpha Users. The result is a completely new layer of customer insight and a tangible tool for increasing the efficiency of targeted marketing and advertising.

The add-on modules combine social network with demographic and behavioral information, providing a Three Dimensional (3D) view of the customers for specific business applications including marketing activities by mobile operators as well as targeting for mobile advertising. These modules include: Churn Prediction, Customer Acquisition, Product Marketing, and now Customer Insight. Customers benefiting from Xtract Social Links range from top-tier operators such as T-Mobile and Vodafone to innovative challengers such as Blyk and Fonecta.

New module offers more customer insights, better targeting at a lower cost
To help mobile operators create more effective and relevant marketing and advertising campaigns, Xtract has developed a new Customer Insight Module for Xtract Social Links that can predict the customers’ demographics and behavior based on a known customer sample. In addition, the Customer Insight Module brings customers’ demographic information to the marketers’ fingertips through an easy to use network visualisation tool.

In just one easy-to-install module, Social Links customers can:
• Predict customer demographics such as age and gender for the whole customer base. Knowing age and gender of a fragment of network customers enables the module to accurately predict the same information for the rest of the customer base.
• Adapt the module to their specific markets based on demographic characteristics of these given markets.

By using the Customer Insight Module, mobile operators are able to quickly and easily develop more focused targeting for the marketing and advertising campaigns, and achieve their marketing objectives at a lower cost.

Always ready for the close up
Social Links Customer Insight Module comes with a network visualizer tool which enables visual analyses and viewing of subscribers’ social network. Mobile operators can observe their whole subscriber social network in real time, highlight the Alpha Users (influencers) and select certain communities within the network. They are also able to zoom in and out in order to gain detailed insights about specific customer qualities.

Integration and Availability
Xtract Social Links Customer Insight Module integrates seamlessly into the Social Links base and is available for all customers globally.

About Xtract
Xtract is a trusted partner and innovator in social advertising intelligence enabling mobile and media companies to monetize their digital communities. Our core strengths are in social network analytics. Xtract has developed a unique set of automated products that, based on social interactions, behavior and demographic data, can create accurate and real time consumer profiles for mobile and online marketers and advertisers. Xtract operates across Europe and Asia, working with over 50 blue-chip companies with intensive customer data. Headquarters are in Helsinki, Finland. For more information, visit www.xtract.com.