Mara-Ison Connectiva Rebrands; Shifts Focus to Analytics

The vendor formerly known as Mara-Ison Connectiva has changed its official name to Connectiva Insights and Analytics Ltd, and has adopted the new (but very similar) brand name of iConnectiva; see their press release here.

The change of name is partly motivated by a desire to re-position themselves as a supplier of analytics solutions, in contrast to offering revenue assurance and fraud management tools. As the press release noted:

This is in line with the transformation of the company from a Telecom Revenue Assurance/Fraud Management product provider to an analytics solutions company.

This shift in focus is also enabled by underlying changes in technology:

The company is in process (sic) of porting its existing products RA (Affirm) and FMS (Sentry) to its big data technology based platform CMETRICA

What does this mean for the business assurance market? Put simply, it means the people running the new Connectiva think they will make more money by selling general-purpose analytics than from selling narrowly-defined RA and FMS tools. This is despite them claiming to run the “world’s largest revenue assurance deployment“.

I think they are right to change tack, given the decline in business assurance sales in recent years, including the original Connectiva’s collapse in 2012. Business assurance is an overcrowded market. Some of the current competitors need to look elsewhere for future revenues. It is right for Connectiva to change strategy – though the change has come much later than it should.

Eric Priezkalns
Eric Priezkalns
Eric is a recognized expert on communications risk and assurance. He was Director of Risk Management for Qatar Telecom and has worked with Cable & Wireless, T‑Mobile, Sky, Worldcom and others.

Eric was lead author of Revenue Assurance: Expert Opinions for Communications Providers, published by CRC Press. He was a member of Qatar's National Committee for Internet Safety and the first leader of the TM Forum's Enterprise Risk Management team. Eric currently sits on the committee of the Risk & Assurance Group. He is a qualified chartered accountant, with degrees in information systems, and in mathematics and philosophy.

Commsrisk is edited by Eric. Look here for more about Eric's history as editor.