MADRID -- Telefónica Digital today announced the establishment of Telefónica Dynamic Insights, a new global business unit, dedicated to identifying and unlocking the potential opportunities for creating value from 'big data'.

Telefónica Dynamic Insights will provide companies and public sector organisations around the world with analytical insights that enable them to become more effective. It will develop a range of products and services using different data sets, including machine to machine data, and anonymised and aggregated mobile network data.

The first product, 'Smart Steps', will use fully anonymised and aggregated mobile network data to enable companies and public sector organisations to measure, compare, and understand what factors influence the number of people visiting a location at any time.

These insights will help retailers tailor local offerings for existing stores and determine the best locations and most appropriate formats for new stores. A number of retailers are already helping with product development by providing user feedback. Smart Steps will also be able to help town councils measure how many more people visit their high street after the introduction of free car parking, farmers markets, or late night shopping.

To expand its capability and extend its market reach Telefónica has also entered into a global strategic partnership with GfK, one of the world’s leading market research companies. GfK will work closely with Telefónica Dynamic Insights on product development – initially in Germany, UK and Brazil - bringing marketing science expertise and a proven track record of providing business critical research and analytics services to a broad range of clients across multiple industry sectors.

Telefónica SA