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DNA, Finland's fastest growing operator, deploys Xtract Social Links On-Demand

Helsinki, Finland and London, England - 1 July 2009 - Xtract, the pioneer in social intelligence, announced that the Finnish operator DNA is deploying its newly launched Social Links On-Demand solution. DNA will have the advantage of utilising Xtract's sophisticated targeting technology, as a service, for effective marketing. This means that DNA's 2.4 million subscribers will enjoy the benefits of targeted and personalised marketing delivering the right advertising and marketing messages to the right people in the right context.

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."

Social Links On-Demand is a new delivery channel for Xtract's flagship solution Social Links. It helps operators gain a unique three-dimensional picture of its subscribers for use in more targeted marketing. Social Links analyses behavioural, demographic and social network data from subscribers in an anonymized form thus protecting privacy.

Social Links On-Demand key components include: social network analytics, data warehouse/data storage, database maintenance/filing, and infrastructure services (virus protection and firewall). Operators can revolutionise strategies such as churn management based upon the service's three-dimensional subscriber profiling.

About Xtract

Xtract (www.xtract.com) is a pioneer in Social Intelligence: refining social interaction, behaviour and demographic data to create accurate 3D user profiles. These profiles for the first time utilise data as a dynamic tool in the day-to-day marketing for effective and intelligent targeting of marketing campaigns and advertising. Xtract's Social Links is an automated, self-learning solution capable of analysing billions of mobile transactions with easy to use and actionable tools for operators to define accurate target groups for their marketing campaigns.

Xtract press contact    
Emily McDaid     
emily@hatch-pr.com     
+44 7748 6333 55

DNA Press Contact
Helena Melamies
Helena.Melamies@dna.fi