Espoo, Finland: 12^th October 2011, Xtract, a leading provider of social intelligence-powered advanced predictive analytics technologies and solutions and Nokia Siemens Networks, a leading global enabler of telecommunications services, announced today that they will jointly deliver a Predictive Analytics solution to mobile operators globally.

With advanced capabilities for analysing and segmenting customers, the solution helps operators reduce churn and target their marketing campaigns more effectively. When integrated with other capabilities in the Nokia Siemens Networks’ offering for Customer Experience Management, such as campaign management, the Social Analytics solution strengthens the insight generated for the departments across the operator organisation.

“Nokia Siemens Networks offering provides a superior platform for our advanced predictive analytics solutions to deliver industry’s best prediction accuracy, below-the-line take-up rates, and profiling for automated customer experience management,” says Mika Lindholm, CEO of Xtract. “Operators around the world will be able to unleash the power of subscriber data, including insight from social networks. For their customers, the benefits are proactive and relevant response to their needs, personalisation of marketing campaigns, and more effective customer care.”

“Social Analytics is a powerful tool to enhance the customer experience, which is a top priority for many operators. It provides valuable insight for automated action, such as targeted promotions, to reduce churn and increase subscriber ARPU. In one of our recent projects for an operator in the Middle East and Africa we demonstrated improved results of the monthly promotion campaigns by more than 100%,” says Matthew Dove, Head of Solutions and Portfolio Management in Consulting and System Integration, Nokia Siemens Networks.

The Xtract solution will be offered to the market as part of the overall Nokia Siemens Networks Business Solutions portfolio and as a stand-alone product.

Helsinki, Finland, 12 April 2011 - Xtract, a leading provider of advanced analytical solutions powered by Social Intelligence, today announced that the Turkish operator Avea has signed an agreement to use Xtract’s industry leading Social Links solution.

Social Links will not only help Avea to reduce subscriber churn with proactive retention campaigns, but it also provides valuable insight regarding the social interactions within the subscriber base.  Operators can use this insight to create and deliver propositions that are highly relevant to their customer base.

Social Links provides mobile operators with the opportunity to identify and reach out to likely “churners” with personalised marketing messages.  This can be done in timely manner, even before the customer has even made the decision to leave the network and can still be reached. This is a key element of any churn reduction strategy and is possible due to the application of sophisticated, advanced analytics. Ultimately enabling the operator to predict the future behaviour of subscribers with a far higher degree of accuracy than ever before.

“Xtract’s solution is an integral complement to our in-house tools preventing churn at the very early stages, as well as identifying the social behaviours of our subscribers” commented Bulent Velioglu, CRM Director of Avea.

Mika Lindholm, CEO of Xtract added: “We are confident that the combination of our industry proven advanced analytics which are powered by Social Intelligence and  Avea’s innovative marketing campaigns will ensure that Avea achieves superior results and realises their business objectives related to customer lifecycle and value management.”

About Xtract and Social Links

Xtract is the leading provider of advanced analytic solutions powered by Social Intelligence, dramatically improving the mobile operator’s customer lifecycle and value management processes.  This is achieved by enabling mobile operators to approach the right customers, with the right offer at the right time.

Xtract’s tools analyse the wealth of customer profile and service usage data to predict the propensity of subscribers, and those in their social network to either churn or increase spend.

Social Links provides operators with new insights into how customers communicate with each other, and who are the most influential within their network and context, opening new and exciting opportunities for operator marketing teams. Xtract also provides advanced analytics solutions to other verticals, such as retail and finance.

About Avea

Avea, the sole GSM 1800 mobile operator of Turkey, was founded in 2004. Being driven by a spirit of innovation, Avea, the youngest operator of Turkey, has a nationwide customer base of 11.4 million as of third quarter of 2010. Offering services to 96.61% of Turkey’s population through its next generation network, the company is growing fast both in the corporate and individual services with the brand “Avea” and constantly investing in technology and infrastructure as well as in its management and more than 2,700 employees.

Helsinki, Finland – 17 December 2010 – Xtract, a leading provider of social intelligence powered advanced analytics solutions, today announced that a leading Russian operator, the Metropolitan Branch of OJSC MegaFon has signed an agreement to use Xtract’s market leadingSocial Links solution. This solution will help MegaFon to analyze the behavior and interaction of mobile subscribers on its network, allowing them to identify key segments for effective marketing campaigns for improved customer retention.

Social Links provides mobile operators, such as MegaFon, with a comprehensive opportunity to define segments, allowing them to maximize the effectiveness of campaigns for the retention of subscribers. The platform also allows operators to view and manage the activity on their desktop, giving them a deeper understanding of subscriber behavior. This in turn helps operators to make more informed decisions when choosing and creating marketing campaigns.

“We hope that implementation of Xtract’s Social Links solution will open up new opportunities for us – helping us to better engage with our customers and ensure our marketing campaigns are both focused and effective” commented Natalia Spitsyna, Commercial Director of the Metropolitan Branch of OJSC “MegaFon”.

Mika Lindholm, CEO of Xtract added: “We are pleased to work with MegaFon to offer them the advanced analytics capabilities powered by Social Links. We are confident that the combination of our technologies and expertise along with our innovative service offerings will help MegaFon to obtain a competitive advantage. ”
About Xtract Social Links and decision
Xtract is the leading provider of social intelligence powered advanced analytic solutions and services to mobile operators. Its tools analyze the wealth of customer profile and service usage data to predict the propensity of subscribers and those in their social network to either churn or increase spend, and influence others to do likewise. Consumer behavior is analyzed on a far deeper level than by using historical data alone. Its tools help operators gain insight into how customers communicate with each other, and who are the most influential on their network. Xtract also provides custom analytics solutions to other verticals, such as retail and finance, especially in the Nordic market.

MegaFon
MegaFon is a nationwide universal telecom operator, working across all segments of the telecommunications market. MegaFon was established in May 2002 and is the first and only operator that has deployed its own network across all regions of Russia. The Company and its subsidiaries have all necessary licenses and operate in all regions of Russia and the republics of Abkhazia, South Ossetia and Tajikistan. MegaFon was the first operator in Russia to roll out the full commercial operation of a 3G network and is today the Russian leader in providing mobile Internet. It also ranks second in Russia as the operator with the highest number of active subscribers.
With the acquisition in June 2010 of one of the leading Russian backbone operators – Group Synterra – MegaFon entered the fixed line market for large government and corporate clients as well as fixed broadband services. Joint infrastructure MegaFon and Synterra are present in all regions of Russia and are associated with all members of the telecoms market particularly those involved with GSM 900/1800, 3G, VSAT, IP / MPLS, data centers and call centers..

In 2009, MegaFon became the general partner of the XXII Olympic Winter Games 2014 and XI Paralympic Winter Games 2014 in Sochi.

As of June 30, 2010, the major shareholders of MegaFon are the group companies of “AF Telecom Holding”, TeliaSonera and telecommunications holding, Altimo.

Xtract press contact:
Mikko Kestilä
Email: mikko.kestila@xtract.com
Tel:+358 20 749 8765
Elena Davidson
Email: edavidson@miliberty.com
Tel: +44 207 751 4444

MegaFon press contact:
Tatyana Ivanova, Press-secretary of “MegaFon” OJSC
Tel..: +7 495 980 1970; +7 926 442 5246,
Email: pr@megafon.ru
www.megafon.ru

The combined forces of eServGlobal’s PromoMax solution and Xtract’s Social Links service will provide
mobile network operators with the ultimate weapon to target socially profiled customers with real time
promotions, maximising investment and minimising churn.

PromoMax empowers operators to deploy individually targeted, diversified and timely promotions
quickly to market. Social Links integrates seamlessly with the PromoMax platform to provide
sophisticated advanced analytics, including social aspects of subscribers.

The 3D analytical profiling offered by Social Links provides the capability to not only predict the
behaviour of subscribers for a given campaign but also the potential to influence those around them.
Likely churners can be retained with a wide array of rewards, delivered in real time and for any type of
top‐up or usage.

PromoMax has been benchmarked for 50+ million subscribers and 300+ million daily service events; the
solution is currently running 20+ simultaneous active promotions at one of eServGlobal’s customers,
reaching peaks of 1.8 million rewards per day granted on a human real time mode.

“PromoMax and Social Links are a natural fit,” commented Craig Halliday, CEO, eServGlobal, “Both
solutions offer industry leading technology to empower the mobile network operator. We are excited to
develop a strong partnership with Xtract which will, in turn, bring our customers even greater value.”
“PromoMax and Social Links provide an end‐to‐end solution to mobile operators for implementing
successful customer value management strategies,” commented Mika Lindholm, CEO, Xtract, “Xtract
Social Links brings best‐in‐class advanced analytics for predicting behaviour of subscribers so that mobile
operators can approach subscribers proactively, while PromoMax brings the capability to deliver the
promotions real time and create dialogue with subscribers”.

Social Links exports the customer profiles to the PromoMax platform, tagged with the appropriate
promotion ID, allowing PromoMax to dynamically update the eligible customers for the relevant
promotion.

eServGlobal and Xtract have the flexibility and agility to offer customised solutions which best meet the
needs of the local market. With various licensing alternatives, including a SaaS based delivery model,
operators have the freedom to tailor a total solution to suit their needs.

About eServGlobal

eServGlobal specializes in Mobile Money solutions and Value‐Added Services (VAS), to help Telco Service
Providers increase their revenue and gain and maintain customer ownership.

eServGlobal invests heavily in product development, using carrier‐grade, next‐generation technology
aligned with the requirements of more than 60 customers in over 45 countries. For 24 years, mobile,
fixed, Internet and multiplay telco providers have used our capabilities to lead and innovate in their local
markets, leveraging their core assets and their trusted agent and subscriber relationships.

With 13 offices globally, eServGlobal provides full “end‐to‐end” and “any account to any account”
Mobile Financial Services and International Money Transfers. Our Value Added Services in promotions,
loyalty, messaging, and multiplay are focused around the transaction and enable service providers to
engage with the subscriber in a personalized and dynamic manner.

To reduce time‐to market and manage exposure to CAPEX, we now offer multiple licensing alternatives,
including SaaS‐based flexible, revenue‐share pricing. eServGlobal is listed on the Australian Securities
Exchange (ESV) and the London Stock Exchange AIM (ESG). More information at: www.eservglobal.com

For further information, please contact:

eServGlobal                        www.eservglobal.com
Alison Cheek, Communication Manager
alison.cheek@eservglobal.com
T: +33 6 87 96 77 46

Xtract                             www.xtract.com
Mikko Kestilä, VP of Customer Operations
mikko.kestila@xtract.com
T: +358 20 749 8765

FINLAND, 16 February, 2010 – Xtract, the leading provider of social intelligence-based analytics solutions, announced today an upgrade to its flagship social intelligence platform, Social Links. Social Links enables network operators to analyse the behaviours and interactions of mobile subscribers within the network, helping them to monitor and identify the best targets for revenue generating targeted messaging campaigns. Key benefits of the new platform include product launch capabilities for totally new kinds of products, increased personalisation features and new dashboard reporting functionality, allowing operators to effectively monitor churn virality across the mobile network. Social Links is already helping operators worldwide and in one recent case gave the selected operator a percentage product take-up almost 4 times that of the competition.

Mobile subscribers increasingly seek to engage with more applications and enriched services. Industry analysts predict the app download market to generate revenue of up to $4.2 billion by 2013[1] and research predicts that mobile application store users will quadruple to more than 100 million in five years[2]. This presents a major revenue-generation opportunity for operators. On the other hand, churn continues to be a major threat, especially in volatile prepaid markets. Randomly or poorly targeted marketing will result in a lost opportunity in both cases. Xtract has seen several examples in prepaid markets, where incentivising subscribers, who were not going to churn, with campaign offers actually destroys secured revenue. Another recent phenomenon has been to launch new services to subscribers with SNA, but relying only on non-contextual influencers to drive the launch virally – leading to failure.

Xtract believes that successful targeting relies on the operator’s ability to analyse a combination of a mobile subscribers’ propensity to do something, combined with their influence within the fabric of the network. The analysis of mobile subscribers’ social context aware propensity to do something, combined with their influence has proven itself in Xtract’s Social Links platform. It allows operators to effectively harness key influencing factors of customer pull and target even subscriber groups that have traditionally been more challenging to reach, particularly the pre-paid market which makes up 77% of global subscriber share. Social Links also allows operators to benefit from the value of demographic prediction capabilities in targeting pre-paid subscribers, as well as the power of predictive social network analytics (SNA) in churn prevention, new product launches and the top-up marketing required for operators to retain a loyal pre-paid subscriber base.

“Over the past twelve months, we have witnessed a shift in industry perception in the value of social network analytics, as the idea has evolved from initial hype and buzz of conception through to a mature, valuable network asset. As a result, many operators are beginning to recognise the business benefits of analytics as a solution to unlocking the gates to previously untapped revenue y,” said Mika Lindholm, CEO, Xtract. “As leader in this continually developing space, Xtract is ideally placed to forge the way in driving increased awareness of its value and benefits. Our platform allows us to build further on the success of our pioneering technology, enabling mobile operators to expose and harness the value of subscriber network interactions and drive valuable revenue opportunities through a combination of greater understanding, sophisticated product marketing and targeted, personalised campaigns.”

The key benefits of Social Links 3.5 include:
• Product launch capability: Operators are able to use analytics for the launch of more targeted, novel kinds of products
• Tagging targets: The predictive analytics of Social Links produces a scoring list for campaign targeting. Social Links analyses subscribers in the target list, and targets with specific features can be tagged to further personalise messages, media and offers for smaller subgroups. New dashboard reporting on churn virality in the operator’s network.

1) Yankee Group, ‘Forecasting The U.S. Mobile App Gold Rush’, www.yankeegroup.com
2) In Stat, ‘The Apps Store is Born: Smartphones Enable New Marketing and Advertising Opportunities Worldwide’, www.instat.com

About Xtract and Social Links
Xtract is the leading provider of Social Intelligence based analytic solutions and services to mobile operators. Its tools analyse the wealth of customer profile and service usage data to predict the propensity of subscribers and those in their social network to either churn or increase spend, and influence others to do likewise. Consumer behavior is analysed on a far deeper level than by using historical data alone, also gaining insight into and understanding how customers communicate with each other, and who are the most influential in the network. Xtract also provides custom analytics to other verticals especially in the Finnish market. The core offering is dynamic segmentation based on rich data feeds, with other applications include optimization and fraud detection.

Xtract Contact:
Sari Aapola
Email: Sari.Aapola@xtract.com

PR Agency Contacts:
Chrissie McGoldrick
Email: cmcgoldrick@miliberty.com
Tel: 00 44 207 751 4444

Elena Dunn
Email: edunn@miliberty.com
Tel: 00 44 207 751 4444

This week I attended a seminar on how to do marketing in Facebook. One of the success stories was the launch of a new IKEA store in Malmö – a campaign designed by ad agency Forsman & Bodenfors in Sweden (check IKEA Facebook showroom campaign ). They succeeded in creating an incredible viral spread by allowing people to tag IKEA items on the store manager’s profile page, and get the items for free. Obviously a compelling offer – but the point of the designers was that if you want things to spread – it’s all in the offering. Simple ideas usually work best. You are fighting for your customers’ time, to succeed you need to offer them something worthwhile, and your brand needs to be something they are willing to promote. How do you find such ideas? These guys advice was – gut feeling.

This basically means that you are working on a trial and error basis. It also means that finding so-called influencers in your network will not guarantee viral spread. Influence is always context related, and you need to find the first tier targets to get any results at all. That’s why we put so much emphasis on finding the people that have the highest propensity in each context. At the same time we find the ones with the highest influence on others. So, if your gut feeling was right and you have a killer offering, you’ll get both the high first tier pull rates and the virality. But if you cannot find even the first adopters for this particular offering – you’ll have no virality either. Simple.

The good news is that if your offering is relevant but not viral (and you will have lots of these), you need to find the customers with the highest propensity in each case. These revenue streams are what matter for your business and they directly affect your bottom line.

The text of the article is below.

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.”

Jarkko Utriainen, head of business intelligence at DNA says: “This is a revolutionary solution for customer insight. 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.”

Xtract CEO Timo Laaksonen says: “Operators need to make their marketing messages and methods less about ‘them’ and more about the subscriber. With Xtract, campaigns become more engaging, spreading through the operator’s subscriber base virally. Offering social intelligence as a service means lower initial costs for the operator, getting it up and running more quickly, and enables using the service flexibly wherever marketers are based.”

Social Links On-Demand is a new delivery channel for Xtract’s flagship solution Social Links. It helps operators gain a unique 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 key components include: social network analytics, data warehouse/data storage, database maintenance/filing, and infrastructure services (virus protection and firewall). Operators can revolutionise strategies such as churn management based upon the service’s three-dimensional subscriber profiling.

Xtract press contact
Emily McDaid
emily@hatch-pr.com
+44 7748 6333 55

DNA press contact
Helena Melamies
Helena.Melamies@dna.fi