From The Expert Feature Article
October 13, 2015

ADTRAN Rolls Out ProCloud Analytics for MSPs and Enterprises

Analytics are a massive competitive differentiator for today’s service providers as well as enterprises, offering actionable insights to help guide and refine business models and practices. ADTRAN (News - Alert) is aiming to help its managed service provider (MSP), carrier and enterprise customers capitalize on the power of analytics with its new ProCloud Analytics offering.

As part of ADTRAN’s ProCloud managed services portfolio, the offering enables MSPs and other organizations to glean business intelligence from customer demographics and other trends. The company is targeting cloud-managed wireless networks as a logical way to make use of the offering, since so many service providers offer Wi-Fi access to their customers.

ProCloud Analytics works by enabling authorized collection of users’ names, email addresses and other demographic information once they are logged into a Wi-Fi network. A built-in marketing platform then helps MSPs send targeted email and SMS messages to customers based on various criteria.

"The launch of ProCloud Analytics demonstrates ADTRAN's commitment to providing a full range of valuable cloud-managed services," said Todd Lattanzi (News - Alert), director of ADTRAN's cloud services portfolio. "Our analytics solution is a seamless, cloud-based addition to ADTRAN ProCloud managed services, making it an easy solution to layer on top of service providers' existing offerings for a wide range of customers and vertical markets."

ADTRAN is also offering a range of niche ProCloud solutions geared toward specific networking environments like classrooms. The Durham Bulls Baseball Club is already using ProCloud Analytics to derive deep insights into the organization’s fan base.

"We have a better understanding of who is coming to the ballgames and how often they return,” said Scott Carter, director of marketing, Durham Bulls Baseball Club, of ADTRAN’s offering. “Guests at the stadium can simply use their existing social media accounts - like Facebook, Twitter, Instagram, LinkedIn (News - Alert), or through a customized portal - to access the free Wi-Fi service. We are encouraging social media engagement and capturing critical data that helps us connect fans to a more enjoyable experience with promotions, in-game mobile applications and reasons to keep coming back."

According to Nolan Greene, research analyst with IDC’s (News - Alert) network infrastructure group, public-facing vertical markets are increasingly offering cloud-managed Wi-Fi to their customers to add value to their networks. Wi-Fi offers a simple way to layer additional services to customers in the retail, hospitality and sports sectors, like pushing discounts and special offers. Analytics solutions like ADTRAN’s offer additional value to MSPs and enterprises alike as they can better tailor services to meet the specific needs of their customer demographic.

Edited by Kyle Piscioniere

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