What is Nielsen Mobile Performance (NMP)?
Nielsen Mobile Performance (NMP) measures network performance as experienced by the consumer via a mobile app downloaded to their smartphone.
The data Nielsen collects can be used to understand:
- Network performance
- What consumers think of the network performance they are getting (collected through surveys)
- Where consumers are using their phone.
- How they are using their phone
This training will provide an understanding of Nielsen Mobile Performance (NMP). Following this training you will be able to:
- Confidently explain the value proposition of Nielsen Mobile Performance to clients
- Match client needs with NMP capabilities
How do Clients use Nielsen Mobile Performance?
Our clients need to understand their network’s performance in comparison to their competitors on key metrics related to coverage, speed, and reliability; this helps them prioritize infrastructure/network investments, enhance their marketing campaigns, and understand what drives their consumers’ satisfaction and willingness to recommend.
NETWORK INFRASTRUCTURE EQUIPMENT MANUFACTURING
|Identify operators and areas with network coverage issues to increase tenants for existing and new tower sites.
Identify mergers and acquisition or build opportunities to expand coverage in low performance or high-demand areas.
|Benchmark performance across operators to identify device performance parity. Often this will be used during contract negotiations with operators.||Identify areas with performance gaps to better align sales and business development opportunities with operators.|
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What are the Benefits of NMP?
Nielsen Mobile Performance provides:
- Benchmark of ‘delivered’ network performance across national carriers networks, device models, venues and in the future applications
- A 360° view of the wireless experience based on actual subscriber usage patterns
- Direct linkage between a consumer’s experience and perceptions of the services (monthly survey)
- 24/7 view of key performance metrics
- Customizable online dashboards and mapping capability
- Daily, weekly, and monthly data update options
Device models- Cellular performance may vary by device (Samsung Galaxy, LG, etc). We are able to compare performance in a specific location by device.
Venues- NMP captures where consumers use their phones.
Using GPS coordinates we can match to building footprints and categorize by venue type (airport, stadium, shopping mall).
Applications- The ability to measure app usage is available now!
360° view- We collect a 360 degree view of consumer behavior: where subscribers are using their device, how they are using the device, and their network experience.
In addition, Nielsen also collects survey information to determine consumer perception of the network experience.
Monthly Survey- Nielsen surveys consumers with the app monthly to determine their perception of performance.
Only Nielsen collects the performance and perception information; this is a key differentiator!
Specifications of all our products can be found on the Knowledge Center.
NMP Performance Metrics
Nielsen Mobile Performance collects demographic and performance data, painting a 360 degree view of the consumer’s wireless experiences. The information collected from Mobile Performance panelists can be grouped into the following categories:
NMP metrics are available at the national, regional, market and sub-market levels.
Panelists & Device
Nielsen collects data about the panelist and their device. For example:
- Moulin joined the Nielsen Mobile Performance panel by downloading the app.
- Moulin is from Milwaukee and her intended carrier at home is T-Mobile (the carrier may vary in other cities while she travels for work).
- Moulin uses a Samsung Galaxy S4 which is 4G Capable and uses an Android 4.3 operating system.
When & Where
Nielsen collects data on when & where the 'event' took place.
- When Moulin uses her phone we can access details from that ‘event’ – whether she uses voice, data, upload or download and information about coverage.
- When Moulin makes a call, for example, we can measure the exact time she attempted the call, whether it connected or not, the duration of the call and what time she disconnected.
- NMP also measures geographic details about location of the call including:
- Latitude & longitude
- Name of the Landmark or Venue
- City, State
- Range of Network technical details
When Moulin uses her phone to make a call we have access to data points which can answer these questions:
Does she have service in the area? What is the signal strength? Is she roaming or not? Is the call inbound or outbound? What operator is she using?
- Voice Network Availability
- No Service Rate
- Roaming Rate
- Signal Strength
- Number of calls
- Minutes of usage
Nielsen measures the unique characteristics of the data session.
When Moulin uses her phone to access data we can measure details including how quickly she gains access to the network (i.e., latency) and the IP addresses of websites she is accessing.
- Data Network Availability
- No Service Rate
- Roaming Rate
- Abnormal Termination Rate
- Setup Latency (Speed of connection)
- Signal Strength
- Number of Sessions
- Session Durations
Nielsen collects the unique characteristics of the throughput event.
When Moulin uses her phone to access data the speed of uploads and downloads are reported separately under ‘Throughputs’.
The Throughput metrics include the following:
- Download Speed
- Upload Speed
- Number of Downloads
- Number of Uploads
- Volume of Data Downloaded
- Volume of Data Uploaded
Nielsen collects the unique characteristics of the coverage event.
The Coverage events report the network and access details regardless of whether Moulin is using voice, data, uploading or downloading. In particular, it reports changes in the access technology (i.e., 4G, 3G & 2G) as she moves around her local market or while she is travelling.
This information is important because the ability to access data (e.g., using YouTube or uploading photos to Facebook etc.) declines when users are transferred to 3G and 2G networks, causing a negative impact on customer satisfaction.
- Time in each Technology
- % of Time in each Technology
- Location of Network Changes
- Number of Network Handdowns (e.g., 4G to 3G)