SMART DATA

www.vserv.com

Unlocking the potential of the

Emerging Connected Billion

RISE OF THE EMERGING CONNECTED BILLION

MOBILE INTERNET USER BASE ACROSS EMERGING MARKETS

2017

2014

1.32 Bn

0.9 Bn

Southeast Asia

Middle East & Africa

MIDDLE EAST & AFRICA

INDIA

370.6

341.7
309.6

246.3

277.7

204.3

CAGR

279.0

Latin America

CAGR

162.7

10%

2014 2015 2016 2017

20%

2014 2015 2016 2017

Figures in million

Figures in million

INDIA

MEA

SEA

LATAM
LATIN AMERICA
279.4

SOUTHEAST ASIA

309.7

239.1

334.1
299.7

CAGR

193.8

361.7

CAGR

265.1

17%

2014 2015 2016 2017

11%

2014 2015 2016 2017

Figures in million

Source: eMarketer

India

Figures in million

MOBILE INTERACTIONS OF
THESE EMERGING CONNECTED BILLION

GENERATE PETABYTES OF

BIG DATA
BIG DATA = BIG PROBLEM

POOR
MARKETING
RESULTS

LACK OF
ACTIONABLE
INSIGHTS

Translating this big data into insights that provide better

marketing results is a big challenge for the mobile ecosystem.

BIG DATA

BIG DATA TO SMART DATA

App Developers

Telcos

AGGREGATE
Mining through petabytes of
Big Data on the
Emerging Connected
Billion from multiple sources

Vserv Data

DMPs

Offline Data

Prepaid Balance

Home Location

AUGMENT
Smart Data algorithms combine
consumer profiles with attributes

Age of Device

Ad Interactions

SMART DATA

Other attributes

Music Maniac
Intent signals- Read a movie review

TRANSFORM

Gadget Lover
Intent signals- Searched for a mid-tier
android phone

Intent signals from Smart Data

are analyzed by a predictive
data model to build and
continuously update actionable
user personas in real-time

Light Mobile User

Intent signals- Looking for data top-up
Sports Fan
Intent signals- Booking tickets for
a sports event

SMART DATA LED RESULTS

MUSIC MANIAC

Downloads, streams music on his mobile

phone. Accesses content that gives
information about music
Festive
Offer

INTENT SIGNAL

Now experience
a music concert
in your favorite car

FROM AUTO DEALER:

In the market to buy a car

BUY NOW

GADGET LOVER

Accesses news and other content about

technology, frequently uses utility apps,
buys devices online
Free!
SD Card

INTENT SIGNAL

FROM E-COMMERCE WEBSITE:

Interest in a new mid-tier Android phone

Latest Smartphone with

12 Mega pixel camera

BUY NOW

LIGHT MOBILE USER

Prepaid user, low to mid data usage

Experience the Power of

3G Internet

Switch from 2G to 3G in just $2

INTENT SIGNAL

300 MB for 7 Days

3G Data Pack | $ 2

FROM TELCO:
Low real-time balance shows intent for
top up / recharge

KNOW MORE

RIDING THE SMART DATA WAVE

Marketers

Telcos

Drive Results by
cross-channel
re-marketing
and smart
acquisitions

Enhance ARPU
across data, voice
and content
verticals

SMART DATA
User Personas
Intent Signals

Maximize Yield
by leveraging
global RTB and
optimization across
demand partners

App Developers

Unlock New
Revenue Stream
by leveraging
scalable monetization
opportunity

Data Partners

Delivering Smart Data

Led Results
www.vserv.com