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WirelessDevNet.com Press Release
Seeker Wireless Launch Revenue Cannibalisation Calculator for Telecoms Operators
London, November 6, 2007 - Seeker Wireless, the world's leading zone
detection technology provider, today announced the launch of a
cannibalisation calculator and a detailed study to highlight the loss in
revenues operators can suffer as a result of inaccurate location
technology. Seeker Wireless worked closely with a number of mobile
operators and a telecom pricing data provider to ensure that the
analysis was an accurate reflection of Fixed Mobile Substitution (FMS)
trends worldwide. The calculator and study are designed to help
operators effectively plan their FMS solutions.
Saturated markets in developed countries and rapid expansion in
developing countries have led a number of operators to turn to FMS to
expand their markets and drive revenues, offering consumers a single
mobile handset for use at home and while out and about. HomeZones have
become a key component of many operator FMS strategies; offering mobile
subscribers competitive tariffs based on their location. Most HomeZone
solutions however, have been based on network Cell-ID technology and
this has delivered poor accuracy and significant cannibalisation of
revenue.
The Seeker Wireless study found that with Cell-ID, up to 30% of calls
are incorrectly tariffed as "at home" when users are actually outside
the vicinity of their home, compared to as little as 3% with an advanced
zone detection solution. The result is massive revenue cannibalisation
with Cell-ID systems. The cannibalisation calculator allows operators to
study their subscriber data and business case by country and compare the
financial implication of deploying different technologies for HomeZone
solutions.
Carrie Pawsey, Senior Wireless Analyst at Ovum comments: "Our research
also shows that without increased accuracy, operators could experience
significant revenue cannibalisation with traditional HomeZone solutions.
For FMS to be profitable, operators need the right technology to ensure
an accurate service that delivers value and meets consumer
expectations."
Dr Chris Drane, Chief Executive Officer at Seeker Wireless says: "The
voice market is increasingly shifting from the traditional fixed-line
towards a mobile future, and our study is further testament to our
efforts to raise the bar on accuracy in location technology to make FMS
truly profitable for operators. All too often operators considered
accuracy to be the Achilles' heel in location technology; our study
quantifies the impact of using network Cell-ID and demonstrates that the
technology now exists to make location a real business driver."
SeekerZone(tm) developed by Seeker Wireless for the Fixed Mobile
Substitution market has already been trialled by operators in EMEA and
Asia Pacific and has been deployed in partnership with HP by one of the
world's leading mobile operator groups. The detailed study demonstrates
that by using Seeker Wireless's advanced zone detection system,
operators are able to reduce zone size by up to 50 times and reduce
cannibalisation of revenue by up to 90% compared to existing Cell-ID
systems.
The detailed Seeker Wireless study can be found at
www.seekerwireless.com. Mobile operators can request a walk-through of
the cannibalisation calculator for their country by contacting Seeker
Wireless at +44 207 499 3471 or by email at
seekerzone@seekerwireless.com.
About Seeker Wireless
Seeker Wireless developed the world's leading zone detection technology,
which is being used to deliver the most advanced Fixed Mobile
Substitution (FMS) solution in the market. SeekerZone(tm) is the first
handset location system specifically created for zone detection,
delivering zone status alerts for applications such as zone-based
charging. With the innovative approach of SeekerZone(tm) mobile
operators can achieve zone sizes up to 50 times smaller than Cell-ID
zones while ensuring the highest levels of in-zone reliability. This
enables operators to reduce cannibalisation of revenues by up to 90%
compared to Cell-ID.
Developed by pioneers of the cellular location industry, Seeker
Wireless's patent pending technology is designed to deliver the smallest
zones at the lowest cost, as well as provide a future pathway to deliver
additional services based on subscriber location.
Seeker Wireless has delivered advanced commercial FMS solutions to
leading mobile operators in EMEA and Asia Pacific and also works in
strategic partnership with global technology and service providers
including HP and Acision. For more information visit
www.seekerwireless.com.
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