Service Providers, handset manufacturers, VAS players and marketers are vying to gain deeper insight into the consumer behavior of mobile subscribers particularly concerning the usage of different services as well as the pattern of usage. With market increasingly getting more competitive the need for competitive market intelligence is set to become more severe and this is what mobile market intelligence firm, Informate Mobile Intelligence aims to address in a big way across the globe.

Informate Mobile Intelligence, which is a subsidiary of consumer market research firm, Cross-Tab, has entered into the field of tracking mobile consumer behavior. However, unlike other traditional market research firms, which too cater to the space, Informate claims that its findings will be more precise as they rely on records pertaining to actual usage and are not derived from any survey-based research, which is the general practice in the industry now.

“We have technology as the proof and basis for our research findings. Even though traditional survey-based market research findings maybe scientific in their approach but there is still scope for improvement in the precision level of such findings,” said Kedar Sohoni, Director Informate Mobile Intelligence, speaking to TelecomTiger.

A typical brief report on usage pattern of messaging services from Informate Mobile Intelligence

The Mumbai-based firm uses a unique SmartMeter Panel to come up with its research reports related to consumer behavior. The panel which has active mobile users on its roll uses the log reports to precisely figure out the usage patterns of usage of the phone as well as other services by the user during the duration of the day. For instance as a preliminary report to showcase the kind of usage patterns the firm can track, Informate reveals that its findings confined to urban India reflect that the female gender uses messaging service more than the male gender. As per the research, females receive and send 7.1 and 4.6 SMSes respectively daily as compared to 4.7 SMSes received and 2.5 sent by males on a daily basis.

“We feel there is a strong demand from the industry for such kind of findings which also track offline usage patterns like application usage, handset features to name a few and therefore we will cater not only to India but also to other markets across the globe particularly China and USA,” added Kedar.

The team size, which presently totals 30 is also set to increase over period of time.