Over the years, businesses have built up vast repositories of data that have historically not been of much use. Today, however, more and more companies realise the immense value big data can add to their workflows and are tapping into it. At a time when big data monetisation is emerging as an important source of revenue for data-rich industries, it is also filtering down to traditional enterprises like telecommunications and banking.
Instarea is a part of Adastra Group, an international consultancy in the field of big data, data warehousing, campaigning, amongst other things. Instarea’s area of focus is big data monetization; it goes beyond big data as technology and adds clear business use-cases with both commercial and public applications. The company partners with traditional enterprises and offers data science expertise and a General Data Protection Regulation (GDPR) compliant approach to data monetisation. “We have participated in many conferences where organisations talk about the importance of data officers, setting up data strategies, and preparing internal IT architecture. However, they still do not utilise the data asset that they have,” says Martin Zahumensky, CEO of Instarea.
Slovakia-based Instarea’s clientele is predominantly mobile network operators (MNOs) from Telefonica, Deutche Telekom and Orange groups. The company’s key differentiator is that its solutions can be integrated in a short time, resulting in proven ROI in less than a year. The company’s Market Locator solution is a self-service B2B platform for targeted marketing and population analytics as well as smart city enabled hub. It gathers MNO data that is completely anonymous, ensuring a complete level of security and anonymity of customers. Market Locator offers MNOs two main streams for data monetisation. The first is through targeted mobile marketing campaigns that are delivered through multiple channels (SMS, email, digital OOH, apps, and billboards) to relevant customers at the relevant time. This leads to higher conversion scores and better buying experiences for customers. The second is through population analytics, where Market Locator provides over-the-counter insights into population movements for data-based decisions using Amber Alerts, crowd communications, and the like. Thirdly, Instarea uses MNO data to provide governments with data-driven decisions for smart city applications, and a means to communicate with people in case of natural threats, missing persons, or general city communication.
The solution gathers MNO data that is completely anonymous, ensuring a complete level of security and anonymity of customers
Market Locator has been on the market for over three years and was initially launched together with Slovak Telekom (Deutsche Telekom group) to bring in new revenue from the B2B segment and position the telecom company as a leader and innovator in the big data field. “Since its launch, many companies have registered for the service and Slovak Telekom achieved ROI within the first year, with the revenue stream growing consistently,” continues Zahumensky.
Market Locator’s partnership has since been extended to Orange and O2 in Slovakia, T-Mobile and O2 in the Czech Republic, and other countries in the Middle East. Instarea is beginning to implement artificial intelligence in its solutions for AI campaigning as well as a more forward-facing way of population analytics. The company is also looking to implement data processing, visualisation, and communication capabilities in the future.