Here are 4 questions to Michael Stone CEO Amethon :

Can you tell us more about your service?
Amethon Solutions provides innovative analytics and insights capabilities to mobile operators focused on rich mobile media such as web browsing and content sharing. Mobile Analytics provides detailed and accurate web analytics for any mobile site (both on-deck and off-deck) accessed by a mobile operator’s subscriber base.

The key benefits of our platform include:
Detailed analytics reporting on any and all domains with a greater level of details as that offered by most web analytics solutions. For sample, the operator might want to compare the various social networking sites e.g. m.facebook.com, m.myspace.com, m.bebo.com, etc.
High level reporting on overall mobile browsing activities i.e. ranked list of all domains visited in terms of page views, sessions and unique visitors. Filtering of traffic based on device e.g. iPhone. We also report on iPhone application usage (Google Maps, YouTube, Weather, etc). Reporting on data consumption, content downloads, page elements (images, css, etc) on a per device, per average subscriber, per domain or for all traffic. Passive, low impact integration that does not introduce any delay or latency into end user services and poses no technical risk to the network.

One of the more interesting applications from a Mobile Advertising perspective is the ability to follow a user from the ad impression, to the click through and then to the landing page, especially if the advertiser’s site is off-deck.Content Fingerprinting tracks and analyses mobile content forwarding via MMS. This allows the operator to track and report on viral mobile marketing campaigns as well as understand what type of content is driving MMS revenues. Other applications include: Analysing MMS traffic stimulation campaigns (e.g. Christmas, New Years Eve or Valentine’s Day),  Rewarding and encouraging the development and spread of user generated content, Superdistribution of low/medium value mobile content such as ringtones or wallpapers, Identifying and tracking malicious mobile phone viruses

What is your business model?
Our products are licensed to mobile operators under standard software licensing agreements with a monthly or quarterly fee based on the total traffic processed by our solutions. We charge an implementation/integration fee based on the network complexity and size of deployment. We are also happy to discuss revenue share models where appropriate.
We also provide bespoke consulting to mobile operators utilising our technology platforms. Typical assignments may include analysing the success of a new handset launch, analysing the extent of mobile phone viruses within a network, benchmarking on-deck/portal traffic with off-deck browsing activity.

What are the projects, additional features you’re preparing?
The product roadmap for Mobile Analytics includes detailed analytics reporting for media/video streaming traffic and domain category reporting e.g. news, sport, finance, social networking, etc.
The product roadmap for Content Fingerprinting includes the tracking of content through other bearers such as WAP download, email or instant messaging.

What are the current users’ feedback, your learnings on the service’s usage?
We are working with a number of operators around the world who find the information provided by our solutions to be invaluable for a number of organisational stakeholders such as product marketing, customer insights, mobile advertising and handset marketing. Some of our customers are particularly interested in gaining a better understanding of their subscriber’s behaviours while others are looking at our solutions to generate new revenue streams.

The impact of the iPhone Australian.pdf