Presentación de PowerPoint - The Society for Location ... · Smart Steps Telefoncia Dynamic...
Transcript of Presentación de PowerPoint - The Society for Location ... · Smart Steps Telefoncia Dynamic...
Smart Steps_
Telefonica Smart Steps
25.03.14
Retail Insights from Mobile Phones
Nick Henthorn
Business Development Director
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The O2 Arena: time for a little game
The O2
Smart Steps Grid
A quick quiz!
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Agenda
Mobile data generation
Challenges
Redefining the catchment
Questions
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Everything is mobile
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%
39 32%
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%
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%
39 22% 39% 79%
Everything is mobile
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Phone calls
Text messages
Travelling between cells
Losing & regaining mobile signal
Static periodic updates
* 90% of mobile users keep
their mobile within 1m, 24x7
Digital footprints
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What we can understand
What's going on in a locality
Who’s visiting, working and living there
Where they’ve come from
Their chosen transport route
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Privacy is vital
EXTRAPOLATED ANONYMISED AGGREGATED DISCLOSURE
CHECKED
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It’s not been easy but…
Supporting location decisions
Optimising opening hours
Store performance analysis
Local marketing