Telefónica Digital has launched Telefónica Dynamic Insights, a new global business unit, dedicated to identifying and unlocking the potential opportunities for creating value from ‘big data’.

Telefónica says the offering will provide companies and public sector organisations around the world with analytical insights that enable them to become more effective. It will develop a range of products and services using different data sets, including machine-to-machine (M2M) data, and anonymised and aggregated mobile network data. 

The first product, ‘Smart Steps’, will use fully anonymised and aggregated mobile network data to enable companies and public sector organisations to measure, compare, and understand what factors influence the number of people visiting a location at any time.

The insights are designed to help retailers tailor local offerings for existing stores and determine the best locations and most appropriate formats for new stores. A number of retailers are already helping with product development by providing user feedback. Telefónica says that Smart Steps will also be able to help town councils measure how many more people visit their high street after the introduction of free car parking, farmers markets, or late night shopping.

 Telefónica has also entered into a global strategic partnership with market research firm, GfK, The two companies will collaborate on product development – initially in Germany, UK and Brazil.

“Big data is one of the key building blocks of the digital economy,” said Stephen Shurrock, chief commercial officer at Telefónica Digital. Approached in a smart and responsible way, it has the potential to transform every part of business and society – providing economic growth and improving people’s lives.”