With the mobile advertising market forecasted to reach over $14 billion within the next two years, wireless carriers clearly have a unique value proposition due to their direct relationship and delivery access to the subscriber base. Coupled with the known information for real-time context, presence, demography, and behavior profile, the carrier can ultimately create the most advanced and personalized advertising experience in the market at this time.
The Velleros Aggregation and Syndication Technology (VAST™) platform enables the wireless carrier to develop this revenue potential by providing mobile marketing and advertising capability today. The solution can be flexibly utilized as a highly efficient marketing service creation and delivery engine for mobile messaging value-added services.
Built on the carrier-grade VAST platform, carrier customers can leverage the core suite of Velleros solution capabilities to facilitate direct message marketing campaigns and promotions to existing end users. This allows the carrier marketers to target specific user groups with exclusive offers and merchandising promotions based on user profile, geography, or demographics. This campaign can be in the form of advertising alerts and mobile coupons to boost sales revenue, as well as actionable messages such as contest notifications, trivia games, etc. The carrier can then provide these services to their business customers to further enhance their advertising revenue potential.
Carrier marketers can initiate campaigns via web-based portal, XML job, or voice IVR. Campaigns can then be executed immediately or scheduled for a future time and date. The platform can interface with the carrier back office to facilitate workflow processing for campaign approvals and billing interaction. Velleros also provides extensive reporting capability to gauge campaign effectiveness and follow-up data mining activity.
The flexibility and modularity of the VAST platform further allows operators to create a variety of interactive messaging applications for mobile subscribers to increase brand loyalty. The solution incorporates an SMS or short code listening function to gather responses from the end users and act on that information. This functionality enables advanced messaging capability such as interactive TV, SMS voting, community polling, content subscription, and premium short codes. The feedback can be utilized to analyze the effectiveness of the campaign, e.g. click-thru, callback tracking, etc.
The VAST platform supports an open messaging service creation environment to facilitate the rapid deployment and efficient creation of SMS and MMS value-added services. This enables further customization and personalization within the carriers for service differentiation.
The carrier possesses the most important information to enable relevant and time-sensitive content to be delivered to their end users. They have access to critical records such as: spending patterns, geographic location, presence, browsing interests, demographic data, and social status. With this data, advertising can become much more pertinent (and consequently valuable) to both the carrier and the advertiser.
Therefore, the VAST platform also introduces the ability to insert advertising content into voice calls, SMS, MMS, WAP pages, IMs, or emails. This capability enables the carrier to provide a sponsored messaging ecosystem – that is, ad-funded business models where subscribers opt-in to receive advertisements in exchange for reduced rates. The solution also facilitates voice promotions (holiday greetings, political messages, reminders) as well as the future potential for interstitial mobile TV and in-game ads.
The platform further provides the framework for a web-based advertising management interface to enable advertisers to submit campaigns, target market criteria, and receive feedback reports from the carrier. This information effectively provides the carriers with a dynamic collection of active advertisements for potential insertion. This also offers the carrier the critical ability to maintain control over which content and brands to promote.
Mobile Marketing & Advertising