Through using data only a mobile network will have, Telefonica are able to sell data back to retailers on where customers are moving at various points during the day. Smart Steps uses anonymised and aggregated mobile network data to provide extrapolated trends about footfall by time, gender, and age. It will help companies and public sector organisations to make better informed decisions, reduce costs through increased efficiency, and better understand and serve the needs of their customers. Smart Steps shows how many people visit an area by time, gender and age. Organisations will be able to analyse the movements of crowds at any given place by hour, day, week or month, and make like-for-like comparisons by area, as well as understand catchment patterns.