Jarkko Utriainen, head of business intelligence at DNA says: This is a revolutionary solution for customer insight. It helps us increase our marketing efficiency by harnessing the viral effects within social networks. At the same time, deploying the solution as an on-demand service that is hosted by Xtract saves us cost, resources and time in implementation.

Xtract CEO Timo Laaksonen says: "Operators need to make their marketing messages and methods less about ‘them’ and more about the subscriber. With Xtract, campaigns become more engaging, spreading through the operator's subscriber base virally. Offering social intelligence as a service means lower initial costs for the operator, getting it up and running more quickly, and enables using the service flexibly wherever marketers are based."