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Keynote launches mobile competitive monitoring and analysis service

Keynote Systems has launched Mobile Competitive Monitoring & Analysis, a new subscription-based service that benchmarks the performance of a company's mobile services.

A specialist in on-demand mobile and Internet test and measurement services, Keynote evaluates the performance of SMS, MMS, data throughput, WAP and streaming against competitors. Keynote MCMA lets wireless carriers, aggregators, infrastructure providers and enterprise companies establish performance standards and take immediate remedial action to react to what the competition is doing in mobile.

"The need is really for a very comprehensive view of what's going on in mobile data," said Tim Murphy, mobile marketing manager for Keynote, San Mateo, CA. "Many people know what their own metrics are, but have little idea of how others are doing."

Keynote's 2,800 customers represent Internet and mobile companies including American Express, Dell, Disney, eBay, E*Trade, Expedia, Microsoft, SonyEricsson, Sprint, T-Mobile, Verizon Wireless, Vodafone and YouTube.

Keynote Mobile Competitive Monitoring & Analysis tracks the mobile performance issues and trends regarding popular mobile data services.

Keynote MCMA is targeting customers requiring a view of the mobile landscape that includes the strengths and weaknesses of the competition.

MCMA is designed to bring customers mobile performance data from the consumer perspective.

Keynote's global on-demand test and measurement network collects the data that goes into every MCMA report.

The company's consulting team then analyzes the data and creates summary reports for each customer.

Keynote consultants help customers interpret the data and are available to provide recommendations on how to achieve service level standards.

Subscription packages for MCMA starts at approximately $10,000 per month, but the price varies depending on the level of monthly reporting and analysis required by the customer.

Intra-carrier SMS provides ongoing performance data and analysis for SMS messages initiated and terminated on mobile devices of the same carrier.

Inter-carrier SMS supplies ongoing performance data and analysis for SMS messages initiated by a mobile device on one mobile carrier and terminated on a different carrier network.

Intra-carrier MMS analyzes ongoing performance data and analysis for multimedia messages initiated and terminated on mobile devices of the same carrier.

Inter-carrier MMS tracks ongoing performance data and analysis for MMS messages initiated by a mobile device on one carrier and terminated on a different carrier network.

Data throughput provides insight into the fluctuations of uplink and downlink throughput on 3G networks, as captured over air cards.

Keynotes also analyzes the performance data of top WAP sites and a perspective into the performance of streaming services on mobile devices across different carrier networks.

Once an MCMA package is selected, Keynote consultants guide customers through customized monthly reporting that trends KPIs and analyzes data variability and consistency results.

Keynote MCMA provides real-time access to selected data in the MyKeynote portal.

Keynote's global test and monitoring network uses mobile devices and proprietary software running wireless modems and aircards connected to the live mobile networks of AT&T, Verizon Wireless, Sprint and T-Mobile USA.

Keynote MCMA collects data on 3G, EDGE and 1xRTT networks.

Additionally, Keynote MCMA gathers mobile performance measurements in multiple markets, including San Diego, Chicago, Dallas, New York, Los Angeles, Orlando and Seattle.

"I don't think there's really a service like this on the market, and that's why we've had good success with carriers and infrastructure providers," Mr. Murphy said.

"They know their performance well, but they don't necessarily know how their competitors are doing, and they don't necessarily appreciate how their competitors are doing," he said.