NEWBURY, England, August 20 /PRNewswire/ --

- Speed-Trap Extends the Reach of its Technology to Monitor Visitor
Interaction With Websites and Web Applications to Now Include Mobile Customer
Experience Measurement by Providing Mobile Internet Analytics of Activity on
Mobile Devices From Nokia to Nintendo

Speed-Trap, http://www.speed-trap.com the online customer
insight provider, has extended its Tag-Free(TM) Dynamic Collection(TM)
technology to capture data from website visitors accessing sites via almost
any mobile device, providing full mobile internet analytics and mobile
customer experience measurement.

Speed-Trap's mobile internet analytics development allows
Speed-Trap customers to build a holistic view of their visitors' online
interaction across both traditional Mac/PC and mobile platforms and develop
detailed mobile customer experience measurement. Armed with this insight,
they can decide how best to market to certain individuals, based upon
detailed analysis of their interactions.

Malcolm Duckett, VP Operations and Marketing at Speed-Trap,
http://bit.ly/stcon comments, "With a world that is running headlong into
mobile and ubiquitous internet access, having a web analytics solution which
only works with traditional browsers within desktop computers would be
madness. Today's internet-enabled mobile devices will become the principal
way in which people interact with the brands they do business with. It is
therefore essential that the brands utilise mobile internet analytics and are
able to determine precisely how, when and why their websites and rich-media
applications are being accessed, including when their customers are on the
move - complete mobile customer experience measurement. When you consider
that Speed-Trap can make this data available in real-time, then this can lead
to excellent cross-channel marketing opportunities, particularly if combined
with location-based technologies."

Speed-Trap has just made extended mobile device and browser
support - mobile internet analytics - available within Speed-Trap Version 7,
and is able to incorporate the mobile customer experience measurement data
into the evolving individual customer profiles Speed-Trap's systems build.
With the entire history of the visitor's personal interaction with the site
on hand, and the opportunity to add offline CRM data, this complete profile
can feed into a behavioural targeting advertising engine, creating a
particularly powerful marketing proposition http://bit.ly/stcst

Duckett explains, "By combining the full online mobile
customer experience measurement information, including mobile internet
analytics, with the CRM data gathered via the other channels, targeted
advertising and personalisation can be vastly improved. This data can even
have an impact on what methods of advertising are best suited to particular
people - for example, someone who repeatedly visits the site from a mobile,
more so than via a desktop, may well be more susceptible to an SMS advert
than an email, and our mobile internet analytics can provide this insight."

Duckett continues, "Mobile access to websites is becoming
easier and more and more pervasive, and so using mobile internet analytics to
attain a full understanding of the motivations and reasons behind a customer
visiting your site via a mobile device rather than via a desktop or laptop is
crucial http://bit.ly/stapps Marketers need to deploy mobile customer
experience measurement techniques to understand whether the visit is the
result of offline advertising prompting them, or to perform price comparisons
when in-store, or whether it is simply on a whim. Each of these revelations
can allow brands to immediately present the individual customer with
appropriate offers and site content, but can also offer insight into the
effectiveness of other marketing strategies as a whole."

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About Speed-Trap

Speed-Trap is a provider of software that uses Web 2.0
technology to capture and analyse interaction at the user interface -
whatever the device e.g. mobile, iPhone, PDA, gaming console, or technology
deployed e.g. webpage, Adobe AIR, Silverlight, Flash, Flex, AJAX etc. - to
deliver complete real-time data on every visitor and user of all your online
applications - complete online customer insight.

Speed-Trap's systems have come to define a new approach to the
integration of online applications into an enterprise's Information
Architecture. The system's User Interface Capture functionality provides a
definitive, flexible and reusable source of customer, behavioural, process
and performance data from any internet, intranet or extranet application.

Speed-Trap's customers use their patented and tag-free Dynamic
Collection(TM) solutions to drive applications as diverse as Fraud Detection,
Marketing Automation, Campaign Measurement, Usability & Design, CRM systems
and Web Analytics.

With an integrated, interactive reporting suite and options to
directly populate Enterprise Data warehouses via its partnership with
Teradata, it represents the leading edge of advanced online channel data
capture, analysis and delivery systems. Companies like The SAS Institute
utilise Speed-Trap's technology in their SAS for Customer Experience
Analytics product that couples their world-class analytics, marketing tools
with Speed-Trap technology to provide integrated cross-channel marketing and
customer insight.

Based in the UK, Speed-Trap delivers its solutions directly
and via a range of OEM, reseller and system integration partners around the
world. Direct customers include Alliance & Leicester, AXA, directgov,
Betfair, Paddy Power, PC World Business, ghd and WH Smith. Speed-Trap's
partners include the SAS Institute, Teradata Corporation, Arcade e-Business,
BIMA Consulting and Zencos LLC.

For further information, please contact:

    Malcolm Duckett
    Speed-Trap
    Tel: +44-(0)1635-230-630
    http://www.speed-trap.com/

    Will Gardiner/ Nicola Miller
    itpr
    Tel: +44-(0)1932-578-800
    http://www.itpr.co.uk/