A memorandum of agreement to combine two powerful methodologies that provide a window into consumer interactions with their mobile devices was announced today by P3 Group, a leading international consulting, management and engineering services company, and Strategy Analytics, a global, independent research and consulting firm.
Under the agreement, the companies will merge the expansive global scope of P3’s on-device measurement software with the demographic and psychographic information collected by Strategy Analytics’ AppOptix, a real-time mobile consumer tracking and intelligence platform.
“The synergies between our two approaches became clear once we started talking and recognized that while our implementation is different, our technologies are quite similar and target markets complement each other,“ said Ralf Klüber, managing director for P3 insight. “This agreement has the potential to deliver unique insights on the wireless customer experience. It will benefit a wide range of industries that increasingly depend on customers who do business via mobile devices.”
P3 insight’s core software development kit (SDK) works in the background of a number of consumer utility and private label smartphone apps to collect key data on app usage as well as wireless device and network performance via managed panels and public crowdsourcing. P3 applies its advanced analytics expertise to translate this information into insights for mobile operators and others around the world.
Strategy Analytics’ AppOptix uses software-based sensors installed on consumer devices via an opt-in basis. Participation is based on a representative sample using a series of screened criteria, including demographics, device brand and network operator. Device owners are rewarded for keeping the app installed and active on their devices.
Barry Gilbert, Strategy Analytics vice president, said, “Our cutting-edge AppOptix Mobile Intelligence Platform represents a unique combination of supply-side, demand side and telemetry capabilities to provide a comprehensive view of the mobile industry. The combination of our personalized information with P3’s broad geographic coverage and large panel of smartphone users will open new markets for our companies.”
The venture will develop world-class solutions to address several important vertical markets in addition to providing network operators and device manufacturers an ability to better understand their customers’ mobile device use.