Here at Idiro Analytics we’re very excited to announce the launch of our new re-designed website, which has gone live today at www.idiro.com Following our recent name change earlier this year, we wanted to provide our customers, and potential new customers, with a new website that more accurately represents Idiro Analytics, what we do, and how we have grown from where we began back in 2003. We have carefully designed a new website layout, that now has a better user experience, and will help our customers find all the information they need about Idiro, and answer any questions they may have. We
Buying an Irish lottery ticket for the weekend draw? Hold on a minute. Here’s why you should not buy an Irish lottery ticket until the weekend. This month changes take effect in Ireland’s national lottery game – they are adding two numbers, so we now pick from 47 numbers. The odds of each row winning will now be just under one in eleven million. Expect more rollover draws, bigger wins and fewer winners. And if you buy a Saturday ticket on the previous Sunday, you have a bigger chance of being murdered before the draw than you have of winning the
Idiro are proud to sponsor the August meetup of Girl Geek Dinner Ireland. The GGD Ireland initiative was formed as part of the wider International Girl Geek Dinners to promote the exchange of knowledge and to provide a platform for women in technology and science to network in Ireland. Sarah Lamb, the founder of Girl Geek Dinners started this group with a few friends in London and the rest as they say, is history. The dinners grew in size and various types of cuisine, but the format has stayed consistent, more or less. Informal, casual but focussed on delivering and
DUBLIN, 27th, July 2015 – Interxion, a leading European provider of carrier and cloud-neutral co-location data centre services, today announces that it has been selected by Idiro Analytics, the analytics services provider, to host its worldwide data centre services in Dublin, Ireland. Idiro Analytics, whose head office is based in Dublin, provides advanced analytical services and software to its clients around the world. Interxion’s appointment provides Idiro with the unparalleled connectivity options to meet clients’ needs as well as a highly secure and reliable service. Speaking about the deal, Aidan Connolly, CEO of Idiro said “When looking for a data centre provider,
Idiro's Simon Rees has been invited to speak at Ireland's National Conference on Cloud Computing and Commerce in Dublin City University on the 14th of April 2015. Simon will speak on 'Analysing customer networks for influencer marketing' within the conference's Analytics track. He explained: "It is an honour to be invited to address this conference. This talk will focus on Idiro's pioneering work on Social Network Analysis - but with a heavy emphasis on bringing business value through advanced analytics. This talk is aimed at businesses that wish to gain competitive advantage through big data analytics". To register for the conference, visit http://www.nc4.ie/.
Many commentators have noted the rise of messaging applications such as Facebook messenger, Google hangouts, WhatsApp and the granddaddy of them all, Skype - and predicted the demise of SMS. This graph, from Irish regulator COMREG's Q3 2014 market report, shows it clearly. We await the Q4 report to see whether Q3 is a blip or the decline of SMS is starting to bottom out. However, most of us still use SMS regularly - and SMS is here to stay. Why is this? Well, SMS offers some unique advantages: SMS is ubiquitous. If your friend has a mobile number, then you know they can receive
Over the last couple of weeks a few interesting research items on social psychology and social network analysis have crossed our desks - so we have compiled them into this collection of research tidbits for Christmas. Enjoy! In-flight influence People near us influence our in-flight purchases First up, a study that shows how the decisions of people around us influence our decisions, even if we don't know the people. This elegant piece of analysis, written up in this working paper and covered by the Washington Post (albeit with a misleading headline) shows how our decisions about whether to purchase in-flight food and drink are influenced by those around
Yours truly went to a wedding last weekend. Many of us go through a stage where we go to half-a-dozen weddings in a year, as our friends all seem to get hitched within a couple of years of each other. And great fun it is too. There is some anecdotal evidence getting married is contagious - perhaps attending the wedding makes one's own nuptials more urgent (for the woman) or inevitable (for the man)? Perhaps when one's friends do it, the logistics start to feel doable. The tragic phenomenon of copycat suicide is well known in academia, and media guidelines have been developed
My wife has just bought a new car. We made a shortlist and test-drove three, but the early front-runner was the one that her friend Bernie drives and recommended. And so it came to pass that that she bought the same car as Bernie has. It's a great car incidentally - but without Bernie's recommendation, it is unlikely that my wife would have considered it. I thought of Bernie when I read an Adweek article about a survey carried out by the USA-based 'Ladies' Home Journal' on the ways in which women influence others' purchases. Adweek published an interesting infographic on the survey. Ladies'
At this stage, everyone in marketing understands the power of word-of-mouth - which Tom Fishburne's cartoon, below, elegantly illustrates. Organisations with link data - telcos, gaming companies, social networks and the like - can take a scientific approach to word-of-mouth marketing (aka influencer marketing) by deploying Social Network Analysis algorithms to target the influencers - or the influenced. Idiro is a pioneer in this space. Over the past few weeks we have been talking with two mobile operators who, prior to talking to Idiro, had each run projects to evaluate the benefit of Social Network Analysis (SNA) for improving targeting in marketing. However, in
The warmer weather in Northern Europe has put some of us Idiro folk in mind of music festivals. That reminds us of how we helped a mobile operator not so long ago. This mobile operator customer of Idiro's, like many of its peers, sponsors music festivals and concerts in order to build brand preference - and to reward loyal customers. Historically, the telco gave VIP tickets away to customers chosen for their high spend or long tenure. However, a perennial problem with free tickets is that many more customers will say yes to free VIP tickets than will actually turn up on the day. Typically this
Dublin, Ireland; Beirut, Lebanon: Idiro Announces Partnership with Apliman. Idiro Announces Partnership with Apliman Idiro Technologies, a leading provider of advanced data analytics for enterprises, today announced a partnership with Apliman, a leading provider of carrier-grade telecom solutions in the Middle East. This partnership gives Apliman the exclusive right to offer Idiro services in Middle East markets. Idiro's Social Network Analysis (SNA) platform is a scalable solution capable of analyzing billions of transactions and the hundreds of millions of users who generate them. According to Rabie Al Masri, COO of Apliman, "This partnership will help put Apliman and Idiro at the forefront
In 1991, US landline carrier MCI launched an offer that was to be copied by fixed and mobile telcos across the world - its 'Friends and family' tariff and campaign. Nowadays it is hard to imagine a world without competitive telecoms, but competition in US telecoms had only begun, slowly, from 1984 (in Europe, competitive telecoms began with Mercury Communications in 1982). The USA telecoms market was split between the local exchange carriers (LECs) and the long-distance carriers. At the time, there were three significant long-distance operators in the USA - AT&T, the incumbent, plus MCI and Sprint, the challengers. MCI's early
Idiro has a long relationship with Santa, as reported in previous blog posts. Idiro has been applying Social Network Analysis techniques to assist Santa in discriminating between the naughty and the nice. Therefore, the announcement (see news report, above) that Santa has chosen to locate his workshop to Ireland came as no surprise to the Idiro team. An unnamed elf, speaking on condition of anonymity, confirmed that the power of Idiro analytics and Santa's long relationship with Idiro was a major factor in Santa's decision to relocate his operations to Ireland Welcome to Ireland, Santa. Merry Christmas to all our customers, partners
In the never-ending quest to find new ways to measure a company's success with its customers (and to earn fees for the consultants that promote them), the Customer Effort Score has become one of the more fashionable tools. What is the Customer Effort Score? For some years, companies have been exhorted to delight their customers - the idea being that delighted customers become loyal and tell their friends how good the service / product is. This approach has given us the popular and fashionable Net Promoter Score, for example. The idea behind the Customer Effort Score is that most customers of most companies
At Idiro, we are constantly searching for word-of-mouth case studies to help our customers understand and apply best practice in word-of-mouth and influencer marketing, in order that they gain maximum value from Idiro's social network analysis service. Here are some instructive examples from the past. The New Yorker recently published an article by Atul Gawande about how two innovations - anaesthesia and antisepsis - revolutionised medical science. One - the use of ether as an anaesthetic - spread quickly through the medical community, whereas the other - the use of hygienic practices by surgeons to minimise infection - took far
Freddie McBride of CEPT presenting on service portability I had the privilege of attending the IQPC Number Portability Global Summit earlier this month. Number portability has been important for the development of competition in telecoms. The conference addressed a wide variety of topics around the subject. Here are some of the points that resonated: According to one speaker, 75 countries have implemented number portability (NP) on their fixed (FNP) or mobile (MNP) networks. Many others, including Jamaica, Trinidad, Afghanistan, Armenia, Togo and Tunisia are likely to implement number portability by the end of 2014. Some countries, e.g. Russia, are struggling against technical and
Idiro Technologies, a leading provider of advanced data analytics for enterprises, today announced a partnership with Manx Telecom, a provider of world class data centre solutions. The partnership with Idiro Technologies will combine Manx Telecom’s world class hosting expertise with Idiro’s unique predictive and social network analysis platform, providing the ability to handle big data, analyse it and effectively use it for commercial advantage. Manx Telecom Intelligent Analytics – powered by Idiro – will be an addition to Manx Telecom’s hosting and eGaming proposition and can be applied in a number of sectors including egaming, financial services, hospitality, retail, and utilities. Commenting
Dr. Daniel Birke's book A former employee of Idiro, Dr. Daniel Birke, has published a book entitled 'Social Networks and their Economics - Influencing Consumer Choice'. The book is a practical guide to using Social Network Analysis to understand and influence consumers' business decisions. Based in part on Daniel's experiences during his time at Idiro, the book: Explores network effects and the analysis of social networks, and provides an overview of the state-of-the art research. Looks at consumption interdependences between friends and peers: Who is influencing who, through which channels, and to what degree? Presents statistical methods and research techniques that
Nielsen have just published their latest report on Global trust in advertising and brand messages. It finds, as did the previous report published in 2007, that word-of-mouth is the most trusted source of commercial information. Word-of-mouth communication, sometimes called 'Earned Advertising' is a full 15 percentage points above its nearest rival. The accompanying press release states: "Word-of-mouth recommendations from friends and family, often referred to as earned advertising, are still the most influential, as 84 percent of global respondents across 58 countries to the Nielsen online survey said this source was the most trustworthy." Not only is word-of-mouth the most trusted source of information,
Idiro Technologies, a leading provider of advanced data analytics for enterprises, today announced it is to speak at the 2013 Global Summit on Number Portability. As described in a recent Idiro blog post, Mobile Number Portability (MNP) is an important topic for nearly all mobile telcos. Many countries allow customers to switch operators and keep their number. Among those countries that have not implemented it yet, many are working towards implementation. MNP is important for telecomms markets because it removes a bar to switching that keeps those with much equity in the number - in particular many business users - prisoner behind
Ten years ago today, our company was formed with the mission of bringing the science of Social Network Analysis to the telecoms industry. Aidan Connolly's original idea was as simple as it was groundbreaking: to apply the little-known principles of Social Network Analysis, the science of groups, to the call records (CDRs) generated by the mobile phone industry to map customer relationships - and to use these social graphs to help mobile network operators do better marketing. Idiro SNA, as it came to be known, identifies the influencers and the influenced - and by targeting these people with the right offers,
© GSMA Intelligence 2013 According to a GSMA Wireless Intelligence report just published, prepaid mobile has peaked. The proportion of mobile customers opting for prepaid plans is forecast to decline as postpaid becomes more popular worldwide, except in the Americas. This does seem to tally with the facts on the ground as Idiro experiences them - our mobile operator customers worldwide are finding that their consumer users are switching in larger number from prepaid plans to postpaid. However, extrapolating this to a long-term trend is not so obvious. From when Portuguese operator TMN gave us the world's first prepaid mobile
A recent article on smartphones in Totaltele.com says: "Smartphone technology has swiftly reached the point where most future improvements will be incremental. This means that from now on launches of new smartphones will be about as exciting as the latest operating system from Microsoft. This means the primary reason to buy a new smartphone is because you just dropped yours in the toilet." Which begs the question - will smartphones continue to be highly viral? Or, put another way, when people buy smartphones, will this continue to cause numbers of their friends to follow suit, as it currently does?
Dublin, 22nd January 2013 Idiro Technologies, a leading provider of advanced data analytics for enterprises, today announced it has signed a deal with Digicel Group to provide data analytics to a number of the company’s operating entities around the globe. As part of its assignment, Idiro will provide comprehensive subscriber analytics and related consulting to Digicel marketing teams, who will use the service to structure customer-facing acquisition and retention programs. A recognized innovator in the development of advanced data analytics technology, Idiro’s solutions help mobile operators combat churn and improve customer acquisition rates by predicting which mobile users are most
Mobile number portability (MNP) is being rolled out by telecoms regulators across the world. Simply put, MNP means that a mobile phone user can switch providers and keep her/his number. And when MNP is implemented in a country, it always results in an increase in churn. This represents a huge challenge for the mobile operators. Idiro can help. Idiro has helped mobile operators in a number of markets to deal with the challenges of MNP. We help operators to minimise MNP churn and to target the right customers for acquisition, post-MNP. Using Idiro's Social Network Analysis (SNA) technology we use mobile operator
Idiro is delighted to announce that Santa will once again use Idiro's Social Network Analysis technology to help identify which child had been naughty and which nice. Following the success of last year's joint project between Idiro and Santa, Idiro Technologies can reveal that its powerful SNA Plus technology will once again be used to help Santa with the massive task of sorting well-behaved children from naughty children, prior to the annual distribution of presents to good children at Christmas. An innovative application of Idiro SNA Plus will be combined with Santa’s traditional datasets in order to increase the accuracy of
Here's a refreshingly different take on using influencers to generate word-of-mouth and thereby increase revenue for a cellular telco. U.S. Cellular: Local Relationships Support National Goals, presented by Sherri Maxson and Jessica Masterson from SocialMedia.org on Vimeo. Too often we think of social influence in large-scale terms. Here's an example of a mobile operator doing influencer marketing - starting small and building a community around influencers at local level. Now, it strikes me that that this success won't be easy to copy - it requires a person like Sharif with strong social media and leadership skills to make the project work -
In his latest cartoon, Mr. Fishburne has nailed it again, I think you'll agree. These days anybody who is anybody (and quite probably anybody who is nobody too) gets plenty of lazy, unsolicited connection requests from people they don't know. And the questionable nature of online influence is not just a matter of connection spam. I have over 500 Linkedin contacts, none of whom are complete strangers. Would I be sure to recognise one of them at random, if she/he were to pass me on the street when I nip out for my lunch? Of course not! I'm human; I have an average memory
OFCOM, the UK communications regulator, has just released its latest report on complaints about major telecoms providers in the UK. Some operators attract far more complaints than others. Of the mobile operators, Three UK attracts a consistently high level of complaints, while O2 UK customers tend to complain the least. This is an impressive achievement for O2. One big problem with complaining behaviour is that it’s contagious. Idiro carried out a study recently for an Asian mobile operator on the viral spread of complaining among their customer base. The study found that friends of complainers were far more likely to complain themselves than the overall customer
As Mr. Tom Fishburne says in this insightful cartoon and blog post, successful word-of-mouth marketing, over anything other than the very short term, isn't a simple matter of making a brilliant video, watching it go viral and waiting for the sales (or donations) to roll in. I teach word-of-mouth marketing in Dublin's Digital Marketing Institute, and the most frequent question my students ask is 'how do you make something go viral?' Would that it were that easy! Success in word-of-mouth marketing, beyond the initial fad, is almost always a matter of hard work, listening to your customers, clever targeting, being different in the
Idiro Technologies can reveal that its powerful SNA Plus technology has been used to help Santa with the massive task of sorting well-behaved children from naughty children, prior to the annual distribution of presents to good children at Christmas. For centuries, Santa has faced the daunting task of deciding which children had been nice (and would receive the present of their choice) and which had been naughty (and would receive a bag of coal or nothing at all). Through the year, Santa’s research elves collect data on good and bad behaviour by children, resulting in a limited good / bad child
We, the internet generation (if you are reading this you are almost certainly online) sometimes forget that many people do not use the internet. This week I was surprised to read this report, which states 27% of the UK population still do not use the internet. Note that this measure is different to (and I think more useful than) measurements of internet connections or PCs. We ignore all these people at our peril. A poll predicting the outcome of the 1936 US presidential election got the result spectacularly wrong by polling telephone owners. This was in an age when telephones were
The USA-based Word-of Mouth Marketing Association (WOMMA) comes out with some useful stuff from time to time, including the infographic shown below. Of course, it's USA-focussed and it's lacking the detailed references that would increase its credibility, but nevertheless, it's interesting. For more, browse WOMMA's resources section or show up at their conference next month. With thanks to Jackie at Church of the Customer.
Or so anthropologist Kate Fox claims in this BBC article. The evidence appears persuasive - in some cultures, when people get drunk they behave in ways that they would never do sober. In others, even very drunk people do not lose their inhibitions. Therefore, she argues, we should not blame the alcohol per se, but in fact blame the way in which our peers react to it. It's a fascinating theory, which ties in with the work of Christakis and Fowler, among others, on the influence that our peers have on our behaviour. Maybe one way to tackle antisocial drinking might be to
Social media sites such as Twitter, Tubmlr and Facebook can anonymize the identity of a user, while at the same time enabling them to relate a wide variety of information, comment and opinion. The sometimes spurious link between on-line identity and the message portrayed can be used to impersonate real or fictional personalities, occasionally providing a seeming credible account of current news and events. However, a recent paper published by John D. Burger and colleagues suggests that a persons use of language can betray certain aspects of their (hidden) identity, most notably their gender. Their study, entitled “Discriminating Gender on Twitter”, looks
As we all know, one of the largest social networks currently available on the internet is Facebook, with approximately 600 million active users, and upwards of a billion links (as of June 2011). You could do a lot of interesting data mining if you could get your hands on Facebook's data...and it seems you can. Apparently, almost 75% of Facebook users enable the default privacy that exposes their private data to web-crawlers. These web-crawlers can (and do) hop from link to link in Facebook, making it possible for them to navigate a large proportion of the entire Facebook listing. This is
Social Network Analysis is predicated upon the assumption that people tend to maintain links with their friends over time, by calling, texting, sending IM and otherwise interacting over various forms of Social Media. However, there tends to be an upper limit to the number of meaningful social relationships that can be maintained , even through the relative convenience of online networking through Facebook, MySpace, Sina Weibo, Studivz or Twitter to name but a few. A recent article in IEEE Spectrum suggests that on average people are capable of maintaining stable social links within up to approximately 150 people . The
As the discipline of social network analysis (SNA) develops and experiences wider adoption, it has become clear, at least to us here in Idiro, that there are a number of erroneous ideas circulating which undermine the integrity of SNA as it is applied to telecoms. One idea that needs to be addressed is that alpha users or key influencers, if some vendors are to be believed, are the be all and end all of SNA. These vendors believe that all you need to do is target these key influencers with your product and you will experience massive product adoption. It’s a
Although the actions of individuals are known to be influenced by trends within their social network , their opinions and estimation processes may also be affected. In a recent study published by Jan Lorenz and Heiko Rauhut of ETH Zurich, Switzerland, and also described by Wired.com, the ability of crowds to accurately estimate a particular attribute declined as their knowledge of others' choices increased. While additional predictive performance may be achieved when crowd-sourcing a certain question, the divergence of opinions narrows within the group as more information is made available to group members, potentially decreasing any accrued crowd wisdom. Within the area
We all knew this, right? The Church of the Customer just blogged on some interesting research by Colloquy (as reported by emarketer.com). Where do people most talk about brands? Face-to-face, actually! Even among 18-25s, it's the most popular medium. In my humble opinion, the reason is largely provided by Robin Dunbar's ethnographic work on why people chat. Here's an image. The full report's available from Colloquy on (free) registration. For more on how the power of word-of-mouth can help your business, contact email@example.com
According to recent statistics by IDC, the research firm predicts that the smartphone sector will grow four times faster than the wider phone market, with Android devices expected to lead the space. Idiro's recent study on virality also found that smartphones are without doubt the most viral of handsets. We found the iPhone, Android and BlackBerry to the be the most viral. Using Idiro's analytics, mobile operators can benefit from better marketing solutions to increase acquisition, data driven usage and customer retention, and to reduce churn.
As the National Communications Association (NCA) prepares to launch mobile number portability (MNP) in July, operators have started campaigns that will help retain their existing customers and also win some of their competitors’ customers. Vodafone Ghana has taken the lead in an attempt to improve their market share. From last Wednesday anyone who buys a new Vodafone Ghana sim card will enjoy double bonus on every amount they recharge for a period of 90 days from the date of purchase. In other news regarding MNP, a technical glitch has further delayed the rollout of MNP in UAE. This has been delayed
DMI students participating in a word-of-mouth marketing workshop Idiro’s director of sales and marketing, Simon Rees, has been busy educating students on word-of-mouth and viral marketing on professional marketing courses. During this quarter he has delivered lectures on viral marketing to students at the Irish Management Institute, the Dublin Institute of Technology and the Digital Marketing Institute.
Enabling mobile users in the UK to port their numbers to a new service provider within hours. To switch operator, customers require a Porting Authorisation Code (PAC) from the operator they are churning from. New rules state that operators must provide PACs immediately over the phone or within two2 hours via text message. A quicker and easier way of number portability inevitably increases churn for the operator. Implementing and using Idiro's SNA solution can greatly benefit mobile operators in reducing churn and increasing retention.
Forrester Senior Analyst James G. Kobielus will use this conference to help CRM and business process professionals to identify opportunities to implement next-best-action approaches into multi-channel CRM processes, such as those for customer services, sales and marketing. He will be discussing some case studies on various vendors including Idiro Technologies
The latest ComReg Irish Communications Market report shows that in 2010, more Irish mobile phone users than ever opted to switch mobile phone operator and keep their number, with a record 352,140 customers jumping ship last year to get a better deal. The trend intensified in the final quarter of 2010 when more than 115,216 consumers switched their mobile provider. That’s more than 1,250 per day. Using Idiro's analytics, mobile operators could benefit from better marketing solutions to increase their customer retention and reduce churn. Our solution is ideally suited to helping mobile operators tackle churn resulting from mobile number portability.
Idiro Technologies was heavily involved in the recent IIR conference on telecoms CEM, CRM and retention. At the request of IIR, Idiro hosted a one-day pre-conference masterclass on using Social Network Analysis (SNA) for retention and CRM. The masterclass enjoyed a high degree of interaction from the 15 attendees. Two case studies on best practice use of SNA for mobile operator marketing were included, and the participants left with a detailed knowledge of SNA, its implementation and its benefits. The conference itself was generally deemed very successful with many operator case studies and a great deal of information sharing. The first day
Idiro CEO Aidan Connolly To Speak AT IT Expo 4th February. Panel Discussion Examines How Customer Data Can Reduce Churn, Drive Profitability Dublin, Ireland 25 January, 2011 Idiro Technologies, the leading provider of Social Network Analysis (SNA) solutions for communications service providers, announced that Aidan Connolly, Idiro’s Chief Executive Officer, has agreed to speak at the upcoming Internet Telephony Conference & Expo in Miami Beach, Florida. Mr. Connolly will participate in the panel session “Transformational Contact Center Results: Improving the Customer Experience,” set for 12 noon on 4 February. IT Expo will take place 2nd - 4th February at the Miami
Idiro is providing pro bono consultancy and resources to assist Reach Out in developing a community presence. In perfecting its expertise in data-driven viral marketing, Idiro has spent a number of years researching academic knowledge and business best practice in word-of-mouth marketing. In addition, Idiro has been deeply involved in the development, implementation and measurement of word-of-mouth marketing campaigns by its own customers for over five years. Aidan Connolly, Idiro CEO said, “Idiro is pleased to share our expertise in word-of mouth marketing with an organisation like Reach Out, which is committed to addressing the tragedy of youth suicide.” About Reach Out: Reach Out
Idiro Technologies has been selected as one of 'Ten to watch' in Frost & Sullivan's Stratecast report on its report "Global OSS/BSS Rat Pack Stratecast’s 10 To Watch in 2010". Commenting on Idiro's inclusion in the report, Idiro CEO Aidan Connolly stated "Idiro is delighted to be recognised as a leader in this report. It is a measure of Idiro's influence on the analytics market" Within its section on Idiro, the report states: "This small, but innovative company has garnered multiple accolades in its short tenure. Recent accomplishments of note include: a € 3.56 million grant from Science Foundation Ireland to provide research
On the 25th of February 2009, Tánaiste and Minister for Enterprise, Trade and Employment, Mary Coughlan T.D. announced the establishment of 5 new Science Foundation Ireland (SFI) Strategic Research Clusters (SRCs). This represents a €23.9 million investment in ground-breaking, collaborative research activities involving seven academic institutions and 22 companies. Idiro Technologies is part of the “Clique” Strategic Research Cluster, along with IBM and Norkom Technologies. SFI awarded Clique a grant of €3.56 million. University College Dublin is the lead academic institution for the Clique SRC. The research offers new insights into how people interact and opens up commercial opportunities. “If a telecommunications
DUBLIN, IRELAND, October 24th, 2008 Working together, Telefonica O2 and Idiro Technologies are breaking new ground in social networking applications. By understanding how and why people use their mobile phones, forward-thinking mobile operators can fine-tune marketing and churn reduction. And Idiro have the silverware to prove it. On October 23, the Telefonica O2/Idiro project was announced the winner of both the Best Use of Data in Technology, Communications and Web-based Services category and the overall Grand Prix Data Strategy award for 2008. The venue for the event was the Royal Lancaster Hotel in London. The Telefonica O2 & Idiro team,