Mobile Multimedia company 3-ple Media has launched Mercury ViralTrack, which it says is the telecommunication industry's first solution to offer full viral tracking for image, audio and mobile video content that is passed between subscribers. While Internet tracking is limited to rudimentary tracking by IP address or cookies, the company says, ViralTrack enables mobile operators to build deep intelligence on individual user preferences, behaviours and communities, providing detailed aggregated statistics and analysis that may be shared with trusted third parties. It does this without altering or changing the tracked content in any way.
ViralTrack is capable of maintaining the original quality of the content across several sequential forwards, therefore contributing to a larger viral penetration and increased incremental revenue. It provides operators and their content providing partners with the ultimate digital tracking and profiling capability, says 3ple-Media.
Using Viral Track, operators can precisely track the true spread and reach of campaigns that include any combination of rich multimedia elements, such as pictures, audio, video or text. The company notes that the true reach of a campaign may be tens of times larger than the number of recipients of the original message, providing significant wholesale, retail and CPM revenue uplift. Acccording to 3ple-Media, ViralTrack provides an accurate, real-time reflection of the number of subscribers in receipt of the operator CRM driven or third-party branded campaign that can be independently verified, measured for ROI analysis and, when applicable, charged for on a per-receipt basis.
In addition to monitoring the viral forwards throughout the network, ViralTrack also computes, in real-time, the personal viral network of each subscriber, per content item, providing the operator with valuable segmentation information, ranked on different criteria. This behavioural and preference information is captured as part of the subscribers profile and used for future campaigns, adding value by identifying those with a history of forwarding or responding to calls to action for specific types of premium or advertising content.
Costi Manda, Chief Technology Officer and Managing Director for 3ple-Media says Mercury ViralTrack is an essential business solution and differentiator for operators as they seek to profit from the mobile multimedia opportunity.
Deep, real-time Intelligence about subscriber preferences and behaviours provides operators with an incredibly valuable competitive differentiator with regards to traditional competition from other operators, and also in relation to the new players in the multimedia value chain internet, advertising and big media companies, says Manda. The intelligence provided by ViralTrack firmly entrenches mobile operators at the heart of the new multimedia economy.
ViralTrack is a module of the GSMA innovation award-winning Mercury mobile multimedia platform.