Mobile Advertising Product Helps Mobile Operators Find Growth Opportunities

Next Generation Communications Blog

Mobile Advertising Product Helps Mobile Operators Find Growth Opportunities

Alcatel-Lucent this month unveiled its mobile advertising solution, which company officials said will allow mobile operators to create more available ad space and provide advertisers with access to highly targeted audiences.

In an interview with TMCnet, Alcatel-Lucent officials explained that the Paris-based company's new product, Optism, helps mobile operators develop new business models and offer more personalized experiences to their subscribers. In turn, it helps advertisers reach wider, more targeted audiences through permission and preference-based mobile marketing that is aggregated across multiple mobile operators, helping them expose "tangible and intangible assets."

Thomas Labarthe, vice president of mobile advertising at Alcatel-Lucent, explained how Optism helps mobile operators offer more personalized experiences to their subscribers and what led to building an intuitive interface that bridges operators and advertisers.

"When we started this project 18 months ago, we spent quite some time with advertisers and agencies, and one clear message that we heard from them is that they needed someone in the market to make it easy to buy mobile and that in such circumstances, there is no doubt they will invest more in mobile [advertising]," Labarthe explained, noting that scale and simplicity ranked high on their list, and Alcatel-Lucent saw a "clear acceptance" of this kind of mobile ad solution.

Austrian mobile network operator Orange Austria has already deployed Optism, which connects their subscribers with the brands that they care about, and provides access to information and offers.

Featured Events