Xtract Upgrades Social Links

Xtract, which provides social intelligence-based analytics solutions, has announced 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, enabling 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 four times that of the competition.
Xtract notes that mobile subscribers increasingly seek to engage with more applications and enriched services, and says that this presents a major revenue-generation opportunity for operators. On the other hand, churn continues to be a major threat, especially in volatile pre-paid markets. Randomly or poorly targeted marketing will result in a lost opportunity in both cases. Xtract has seen several examples in pre-paid 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 (social network analytics), but relying only on non-contextual influencers to drive the launch virally leading to failure.
Xtract believes that successful targeting relies on the operators 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 Xtracts Social Links platform, the company says.
It enables 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 12 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, says Xtract Product Marketing Manager, Mikko Rntynen. 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. 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.