Nice, France ― Economic conditions and the realities of market saturation have made social network analysis more than a curiosity. And this week at Management World 2009, Idiro Technologies turned it into hard-to-ignore profitability tool with the introduction of Idiro SNA Plus, a comprehensive SNA service designed to help operators reduce churn and take advantage of the science behind group dynamics and analytics.
Idiro SNA Plus is a fixed-fee, end-to-end managed service that incorporates all hardware and software, system implementation and management, as well as technical training and support. It includes access to Idiro’s Viral Marketing Workshops, which provide hands-on training regarding the effective use of data-driven viral marketing campaigns.
“Traditionally SNA has been thought of as a software solution. But we found that our customers needed more than just software to get real value, so we combined the software with analytics, technology and consulting and on top of that the knowledge to do final marketing based on SNA. That’s a big part of why customers choose us,” said Simon Rees, head of business development at Idiro.
Dublin, Ireland-based Idiro takes responsibility for every element of the SNA solution, including integration, managing all technical functions, compliancy with privacy mandates, and ensuring that mobile operators leverage the benefits of SNA to the fullest extent possible.
SNA Plus is built in modules. These modules include
- Social Model is an analytics engine that powers Idiro’s SNA solutions.
- Retention predicts churners and influencers who can impact churn.
- Viral Marketing identifies appropriate subscribers to initiate and maximize word-of-mouth cross-sell and up-sell campaigns.
- Acquisition brings the science of SNA to member-get-member campaigns.
- Families (the newest module) identifies families, households and their leaders.
- Fingerprinting identifies rotational churners (spinners).
Idiro provides ongoing consultation and evaluation of existing churn reduction and viral marketing campaigns as well as technical training and support. It also conducts Viral Marketing Workshops which offer strategies and techniques regarding the proper usage of data-driven viral marketing.
“We can help customers evaluate their current marketing campaigns and determine if they will work virally,” Rees said.
Hyoun Park, an industry analyst with Aberdeen Group, said Idiro has demonstrated a differentiated approach in providing substantive consultative and educational resources to mobile operators seeking to introduce Social Network Analysis into their retention and marketing activities. “The fact that Idiro can combine these services with powerful SNA technology makes Idiro SNA Plus a compelling and cost-effective option,” Park said.
Rees said being a managed service has its advantages in the current economic environment as well. He said operators are reluctant to take on new investment from fear that they won’t be able to contain the cost or that once they begin using the service there are add-ons that drive up the cost. The fixed fee allows them to know exactly what they are getting into and allows them to build that into their budget.
