By Bertrand Lemaire | the
| Data
Mobivia has set out to monetize their data. The group created Afteriize, a dedicated data marketplace of the Mobivia group (Norauto, Midas, etc.) using SaaS Dawex as a white label.
Mobivia, parent company of Norauto, Midas or Carter-Cash, has a wealth of data on the habits of motorists. Valuable data that the group has decided to structure in order to be able to monetize them through Afterriize. “Group data has potentially a lot of value, says Ludovic Codeluppi, Head of Enterprise Data at Afteriize. Manufacturers spend a lot of time and money certifying their products according to regulatory constraints, but they have no control over the realities on the ground. » For example, it could be interesting for a car manufacturer to verify the renewal rate and above all the time of the first renewal of the tires of its vehicles as well as to compare this information with the average of the vehicles of its competitors.
However, defining the value of data remains a real difficulty, due to the lack of references on the market, but the level of depth and detail, breadth and completeness, level of history, etc. are all criteria that influence the price.
On the other hand, the manager specifies a major limitation: “ we refuse to transfer personal data, as the management of consents is particularly complex and risky. The data is therefore offered in aggregate form and above all without any personal data.
An open market but with controls
The Afteriize platform therefore offers possible datasets of the Mobivia Group on its marketplace. “Anyone can register but not everyone has access to our data by default, we want to verify that these are real people” observes Ludovico Codeluppi. Technically, Afteriize relies on SaaS from Dawex, whose technology is used as a white label. This technology enables various economic models and is therefore not comparable to an open data platform.
The platform was implemented in June 2021. But the Afteriize branding has only been used since July 2022. The company preferred to quickly launch a first version before gradually adapting its offering based on market feedback. ” We have regular sales, be it monthly recurring sales or one-off sales, and therefore we have been creating value for the group since our first start-up year” Ludovico Codeluppi rejoices. Ultimately, Afteriize is expected to be able to collect and offer data from players outside the Mobivia group in order to improve data across the entire ecosystem for the benefit of all players.