Stuart Corner
Monday, 18 February 2008 03:39
Opinion and Analysis
Page 2 of 3
Seeker Wireless claims that mobile advertising has been forecast to grow significantly for some time and location has been identified as a key element of its success. But that the application of location technology to mobile advertising has been slow due to a dependence on technology such as GPS which "does not satisfy most of the requirements for mass market mobile location and mobile advertising solutions."
Seeker Wireless CEO, Dr Chris Drane, said the company was "actively working with key players in the mobile advertising ecosystem including mobile operators, agencies, portals and third parties to location-enable mobile advertising inventory accurately, reliably and effectively."
No such relationships have yet been announced. However Seeker Wireless did announce this week a partnership with Acision, a company that supplies messaging and charging technology and services to more 300 network operators and service providers worldwide. This partnership covers Seeker's earlier HomeZone differential mobile tariff product and through it, Acision will initially launch 'HomeZone" to enable operators to offer differentiated charging for mobile users at home.
Now the day before that deal was announced Acision announced an alliance with OgilvyOne Worldwide, a company which claims to be "the global leader in interactive marketing." That alliance will "integrate the two companies' capabilities...[to] deliver the technologies and the necessary expertise for an end-to-end customer value management solution, enabling carriers to unlock the revenue generating potential that resides within their data."
Brian Fetherstonhaugh, chairman and CEO of OgilvyOne said: "...the big opportunity for telco operators is to leverage their data assets. This needs to be done with insightful targeting, intelligent messaging, and an extremely sensitive view of the customer experience. This is why the Acision / OgilvyOne partnership is so powerful and timely."
In other words, this is all about personalisation and targeting of ads to mobile users. And you can bet your boots they are also looking at applying the SeekerZone technology to which Acision now has access to enhance personalisation with location dependent advertising.
