Despite the demand for data coming from mobile devices, mobile operators are still challenged as to how to boost their bottom line.

"The increase in traffic and the competitive pressure to keep data plans flat are squeezing service providers' margins in Philippines and across the globe," said Giere. "The small 13% of mobile subscribers that use smartphones are actually responsible for 65% of the mobile traffic." He added that average traffic per user (ATPU) has increased eight-fold from the present level because of the smartphone's capabilities to go online and access data.

In this case, Openwave is positioning its business intelligence analytics solutions to help operators understand user behavior and the corresponding effect on average revenue per user (ARPU). Using this information, operators can take steps to better manage the network to make customers happy and retain them.

But the bottom line is still important, added Giere, as operators try to bring in more revenues from other sources since revenues from voice services continue to decline.

"In order to manage the unprecedented growth in data, and more importantly, to profit from it, the mobile industry needs to develop sophisticated ways to mediate all the different pieces of data within the mobile ecosystem," he said. For this, Openwave is offering its mediation solutions which can analyze aggregate data activity and browsing history of users -- data which can be shared with operators' strategic partners such as advertisers, publishers and applications providers.