Finnish Innovation Outperformed Adobe and Google

Independent Surveys: CEM4Mobile the Best Mobile Analytics Product

ESPOO, Finland, December 22, 2010 - Finnish innovation, CEM4Mobile by QAim Oy, which measures and analyses
mobile user experience, has been victorious in two recent international
studies. It left behind Google Analytics, Adobe's Ominiture and London stock
exchange listed Bango. The studies compared how well the different analytics
products apply to measuring the usage of the fast growing mobile content
services from a business development perspective. The studies were conducted
by Web Analytics India and by Kwantic Oy.

In the research by Kwantic, the products were judged based on 53
different criteria measuring each product's features, service performance,
product support, pricing and the adaptability to different geographical
markets. The focus of the features' analysis was on quality and the
applicability of the statistics provided, particularly in case of mobile
services. The research utilised the development of the mobile analytics
market to better understand the special requirements for the mobile analytics
products. CEM4Mobile and Bango are true mobile analytics products whereas
Google Analytics and Omniture are traditional web analytics products. The
research ranks CEM4Mobile in the first place and Bango in second. Google
Analytics and Omniture were clearly behind the leading positions. According
to the report by Kwantic, the mobile analytics products are significantly
more suitable for measuring usage of mobile services compared to traditional
web analytics tools. The exploding growth of mobile services and the fierce
competition in the mobile industry will only continue to complicate the
challenges of mobile analytics.

If correct information on unique users and usage patterns are desired
as the basis for mobile service development, which usually is the case, then
traditional web analytics are not the answer. However, this is not a well
known fact, even with the increasing amount of studies and reports on the
topic, presenting similar statements, by analytics experts. The more a mobile
service has visitors, the more inaccurate picture web analytics tools are
providing about the usage, says Janne Aalto the CEO of QAim.

According to Aalto the challenges of mobile analytics can be categorised
into three main factors; the required technologies to correctly identify the
mobile handsets, networks, content and the unique users; the impact of the
fragmentation on the transactions; and the Key Performance Indicators needed
for mobile services. The Internet and mobile technologies, and the digital
services built on them, differ significantly from each other in terms of the
environment and techniques involved. This makes the solutions which are
needed to analyse those services equally different. A product to fulfil the
needs of both the Internet and mobile analytics, does not currently exist in
the market. Creating such a product is not easy because it is not about
adding certain features to already existing products; it is about analysing a
whole different environment.

Web Analytics India included also other analytics products to the survey
in addition to the above mentioned products and their strengths were studied.
The strength of CEM4Mobile was considered being the measurement of user
experience, accurate real-time reporting and cross-analysis capabilities
between the click stream data and the data collected from the end-users. All
in all the results were complementing to the outcome of the Kwantic study.

The need for mobile analytics is growing exponentially

The popularity of different mobile services is growing exponentially
among consumers and so is the need for mobile analytics. In the first three
quarters of 2010 the use of mobile services has grown 102 percent in the
Nordic countries; internationally the figures are far greater. Different
customer segments and their behaviour patterns must be understood to properly
develop business models and services. In addition to the traffic from mobile
and smartphones, the rapidly spreading tablet devices play a major role
because they are particularly used with mobile optimised content services.
The new devices and the evolved usage habits have hand in hand increased the
need to analyse both the mobile application and browsing usage.

The company with top experts

QAim Oy is a Finnish world-class expert in managing usage and the
customer experience for mobile content services. Many members of the staff
are pioneers in mobile services and have been developing mobile platforms and
services for the past 11 years. QAim provides software solutions and services
for companies large and small which develop or produce mobile services.
QAim's CEM4Mobile offering enables companies providing mobile services to
measure and analyse data on the interactions between the end-users and mobile
services, optimise their business and ensure successful customer relations

The end-user experience determines the continuation of the customer
relationship in mobile content services. Unfriendly or incompatible services
do not encourage customer commitment. Alternatively, it will increase
dissatisfaction and churn. The challenge is to turn the interested visitors
into active and loyal customers.

CEM4Mobile product family

QAim has developed its CEM4Mobile product family particularly for mobile
content services: to enable management of the user experience and the ability
to analyse customer satisfaction. CEM4Mobile Analytics boosts measurement of
customer satisfaction and discovery of problems in user experience.
CEM4Mobile Ranking is a tool for measuring and standardising mobile audience
measurement on a national level. CEM4Mobile Metrics produces market
information and enables analysis of the trends in mobile markets.

If you can't measure, you can't manage. That is the essence of the
mobile customer experience management. CEM4Mobile collects the needed
information from the traffic between the used service and the end-user,
enables dialogs for collecting customer feedback and produces cross analyses
between the two with help of illustrative graphs. Measuring and improving
customer experience is especially important for mobile services where the
revenue generation is dependent firstly on understanding the customers and
secondly by enabling fast, easy and reliable end-to-end transactions, says
Aalto.

The international forerunner

CEM4Mobile service is distributed as a cloud service over the Internet;
this makes it very easy for customers to integrate their mobile services to
the analysis. In addition to the Nordic countries, the service also has
customers in other European countries and in Asia.

In March 2010 QAim announced cooperation with TNS in standardising the
mobile media measuring in Finland. Later IAB Finland chose to use this
solution for the national mobile media measurement.

TNS Group is the world's largest custom research agency and part of
Kantar and WPP Groups. The Kantar Group is one of the world's largest
research, insight and consultancy networks with its access to printed media,
TV, Internet, social media and outdoor advertising. Together with TNS and
Kantar Group, QAim offers mobile analytics, mobile surveys and measurement
solutions in different European and Asian countries. Internationalisation is
a big opportunity, because the mobile analytics industry is estimated to be
already over a two billion euro business and growing rapidly with the
increase in use of mobile services.

www.cem4mobile.com

Study by Kwantic Oy:

www.kwantic.com/contact/kwantic-whitepaper-the-screen-size-challenge/

Study by Web Analytics India:

www.webanalyticsindia.com/2010-09-24/

QAim Oy is a Finnish world-class expert in managing usage and the
customer experience for mobile content services. QAim provides software
solutions and services for companies large and small which develop or
produce mobile services. QAim's CEM4Mobile offers companies providing
mobile services the ability to measure and analyse data on the interactions
between end users and the service, optimise their business and ensure
successful customer relations.

More information: CEO Janne Aalto, tel. +358(0)40-822-3223, janne.aalto at qaimgroup.com.