Movirtu's Context and Environment Management solutions for mobile operators build a bridge between increasingly complex mobile user environments and the hidden value of information on user behaviour and needs currently held in various silos.

Movirtu is patenting the process by which users' preferences and environment (how they prefer to be contacted, where they are, their routines and calling circles) are meshed with the reservoirs of data that social networks hold.

Users are demanding simplicity, convenience and personalisation in exchange for loyalty to a network, particularly in markets with strong prepay cultures. While the replacement cycle for some mobiles has slowed down due to smartphone adoption and satisfaction, the constant demand for data provision and integration poses a huge challenge to the networks, who need to carve out a value in their offer to users.

"The world-class customer experience is going to be the last remaining and most important source of competitive differentiation in the market... Service providers have been competing on devices, price, bundles and many other kinds of attributes to their products and services. So much of that is available now to consumers around the world that effectively the only thing left to compete on is that overall experience."
Source: Yankee Group, "Webinar: Driving Better Customer Experience," June 2011