Real-Time Mobile Market Share Estimation
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Solution Overview
Problem
Current methods provide static and coarse estimates of market share for mobile communication service providers, typically at the city level, rather than dynamically at neighborhood, street, or building levels, limiting their ability to tailor marketing strategies effectively.
Innovation Solution
A method that estimates market share in real-time by using network signaling data to determine active and non-active handsets, combined with sales information and model distribution, to calculate market share at specific points of interest like streets or buildings.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Device complexity
If static market share data is provided at the city level through sampling or expert estimation, then the complexity of data collection is reduced, but the measurement precision and granularity of market share information deteriorates
Solution Approach 1:
The patent replaces manual sampling methods and expert estimation with an automated electronic system that utilizes network signaling data from mobile communication networks. This substitution eliminates the need for physical field surveys and expert judgment, providing continuous, granular market share measurements at street and building levels without proportionally increasing operational complexity
Solution Approach 2:
The patent creates a virtual copy of the physical market environment by using electronic network signaling data to represent actual device presence and usage patterns. This digital replica allows for precise market share measurement without requiring physical presence or direct observation in the field
2Ease of operation
If market share data is provided at the city level with lower granularity, then the ease of operation is improved, but the adaptability for location-specific marketing strategies deteriorates
Solution Approach 1:
The patent segments the market share data from city-level aggregates into progressively finer granularities including neighborhoods, streets, and individual buildings. This segmentation allows users to access data at the appropriate level of detail for their specific needs, enabling both high-level overview and detailed location-specific analysis without sacrificing ease of operation
Solution Approach 2:
The patent adds the dimension of spatial granularity to market share data, transforming it from two-dimensional city-level statistics to multi-dimensional data that can be analyzed at multiple geographic scales simultaneously. This enables marketers to drill down from city-wide trends to specific street or building-level opportunities
3Measurement precision
If real-time network signaling data is collected and processed to determine active and non-active handsets, then the measurement precision of market share is improved, but the device complexity and data processing requirements increase
Solution Approach 1:
The patent leverages the mobile network infrastructure's existing signaling data, which is already being collected and processed for network operation purposes. By utilizing this self-generated data that the network already maintains for routing and management, the system avoids duplicating data collection efforts and reduces the burden of additional field measurement equipment
Solution Approach 2:
The patent makes the mobile network signaling data serve multiple functions: its primary function for network operation and its secondary function for market share measurement. This multi-functionality allows the same data infrastructure to support both network management and business intelligence needs without requiring separate dedicated systems
4Reliability
If the system accounts for both active and non-active handsets using sales information and model distribution, then the reliability of market share estimation is improved, but the difficulty of detecting and measuring increases
Solution Approach 1:
The patent introduces model distribution data from manufacturers as an intermediary element that bridges the gap between observable active handsets and the total installed base including non-active devices. This intermediary data source provides the missing link to estimate the full market presence by combining it with network signaling data on active devices
Data Source
AI summary
The invention is a method that enables a mobile communication service provider to estimate his market share on a street level in real time over a particular point of interest (POI). The POI can be any geographical region serviced by the provider and can range from whole countries down to groups of offices in a large office building. To deliver such output the method uses the network signaling data, which includes positioning data for active devices. Additionally, by using static data comprising the distribution of different models of devices employed by users in the network and the penetration rate of each model into the market, an accurate estimation of market share can be achieved.