It will be up to the carriers to remove details such as names, phone numbers and addresses of subscribers before they aggregate the data and send it to SAP, Sims said. SAP will be able to tell if that information hasn't been stripped out.
"It's our intention to make sure that we only deal with operators, and we only deal with data from the operators, that has gone through whatever the local regulatory and other data privacy regulation is in a particular country," Sims said. "Assuming we're comfortable with that, we would embark [in] that particular country."
The service could give a boost to mobile ads by making advertisers smarter about what kinds of ads may work and then judging their effectiveness, Kantar's Rolfe said. It would let advertisers see how many people see their mobile ads and what they do on their phones after they see them. Today's Internet measurement tools for advertising don't accurately measure mobile activity, he said.
In addition, SAP will combine data from multiple carriers, something that hasn't been done before, he said.
"The more carriers that partake in this, the better, because we want to be able to remove any biases. The customer bases of different carriers can tend to be quite biased, demographically," Rolfe said.
For consumers, this should translate into ads that are more interesting to them and less generic, Sims and Rolfe said.
The company plans to announce one enterprise customer this week and has already talked with some major carriers, Sims said.
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