Backing up mobile data could help reduce churn
- Mobile Europe
Mobile operators will be able to offer subscribers
the ability to backup and recover data held on their
phone, PDA or laptop with a new service from Attix5.
Attix5 has extended a fixed line remote backup service
to work for data held either in the memory of a phone
itself or on the SIM card. It is trialing the system
at present with one non-European operator that it
could not disclose, and is hoping to persuade European
operators of the benefit of the value added service.
Client software is downloaded to the phone via a
website branded by an operator. This software allows
the user to select what data to protect, and how often
to back it up. For example, a user could select automatic
back up every time there is a change.
Data back up is then made via GPRS for data held
on the phone memory, or by SMS for information on
the SIM card. Information that could be backed up
could range from directory and calendar information
up to attachments and MMS messages held in the phone
memory.
Ian Van Reenen, director of technology at Attix5,
said that the solution would enable operators to automatically
increase data traffic. Other benefits would include
decreasing churn, increased use of a phone after loss,
and the ability to charge subscription revenues for
the service.
"There is evidence that when a phone is lost,
the user makes 60-70% fewer calls on his replacement
phone until he eventually re-populates his phone book.
Also, the point of churn is often the loss of a device.
If the operator is looking after your data for you
there is an extra incentive to stay with them,"
Van Rennen said.
For the part of the application where SIM data is
backed up. Attix5 has partnered with SmartTrust, widely
used by mobile operators for mobile management. One
possible hurdle is that the application will require
operators to use SIM cards which have been manufactured
with the application written onto the card. But Van
Reenen said that Gieseke and Dievrent have already
produced a batch of such cards for the operator trial.
