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Mobile World Congress Feature Articles

February 13, 2009

SingTel Opts for Comverse's Mobile Ad Solution


A provider of voice and data services over fixed, wireless and Internet platforms reportedly is turning to an international company with U.S. headquarters in Wakefield, Massachusetts, deliver an ad service that analyzes subscriber information.

 
Officials at SingTel, which operates mainly in Singapore and Australia, say they’re the so-called “HUB Mobile Advertising” solution from Comverse to deliver ads using multiple media channels and formats.
 
According to SingTel’s (News - Alert) chief of content and media services, Edward Ying, the company chose Comverse for its technology and expertise in the domain.
 
“We are working closely with them on a centralized platform to manage the different channels and to add innovative elements that are attractive and valuable to advertisers,” Ying said.
 
Mobile advertising forms part of the Comverse (News - Alert) HUB, which also includes voice, messaging, mobile Internet and mobile advertising. The synergistic framework is designed to help service providers maximize business performance and pick up market share.
 
Industry insiders say they’re expecting big things from mobile advertising.
 
As TMCnet reported, one Reading, England-based messaging company that provides communication solutions for more than 300 network operators and service providers worldwide says that text-messaging and the mobile Web will become core components of advertising within five years.
  
During an interview, Oswin Eleonora (News - Alert), senior vice president at Acision, LLC, told TMCnet the mobile Web is poised to emerge as a fundamental piece of all advertising.
 
“We expect text and mobile Web to become core to the advertising market in five years,” Eleonora told TMCnet. “That means that they will be fundamental to all advertising, rather than the ‘additional’ or ‘new’ channel that they represent today.”
 
Officials at Comverse say their HUB Mobile Advertising brings value to users, who opt in and provide accurate profile information will enjoy free services, discounts and other benefits, as well as advertisers and operators, who can leverage assets to maintain a key position in mobile and online advertising.
 
According to Urban Gillstrom, group president of global sales for Comverse, the company’s mobile advertising strengths, including its multi-channel advertising platform and extensive marketing expertise and support, have made it a leader.
 
The company is the “leading supplier of software and systems enabling value-added messaging and content services, converged billing and active customer management, and IP communications.”
 
“Advertising on multiple channels,” Gillstrom continued, “is one of the most exciting frontiers in telecommunications, and SingTel’s success provides a strong case for many others to follow.”
 

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Michael Dinan is a contributing editor for TMCnet, covering news in the IP communications, call center and customer relationship management industries. To read more of Michael's articles, please visit his columnist page.

Edited by Michael Dinan










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