One million consumers have opted in to “Mobinil Ads” in the last two months; driven by Alcatel-Lucent’s Optism™ mobile marketing solution
In December 2010, Alcatel-Lucent announced that it had entered into an agreement with Mobinil – Egypt’s leading operator – to provide Egyptian mobile users with access to interactive marketing campaigns tailored to their personal interests, based on the Optism™ mobile marketing solution. Today, Mobinil has well over one million subscribers opted in to its “Mobinil Ads” service.
Leveraging Alcatel-Lucent’s Optism™ mobile marketing solution, Mobinil’s customers are in the driving seat and can share their interests and preferences with Mobinil to receive ads and offers from their favourite products, thus getting interesting and relevant news, offers and discounts from brands they really care about. Brand communications are delivered via interactive text (SMS) and rich (MMS) dialogues that use question-and-answer exchanges, literally putting the brand in the hands of mobile subscribers. This is a gold mine for advertisers – who are now able to set up true conversations with a highly-targeted, receptive audience – leading to higher response rates and less wastage of advertising spend.
Clearly, the Egyptian people recognize the value of receiving relevant content from the brands they like – right on the mobile phones in their pockets. Next to the one million subscribers milestone, figures that were released at today’s Cairo Cristal Club Seminar show that -
•41% of the opted-in subscriber base is between 15-24 years old; 22% between 25-34 years
•The top categories that show the highest interest rates include: sports (30%), music (23%), fashion (23%) and technology (14%)
•Response rates to advertising campaigns run on Mobinil’s “Mobile Ads” service ranged from 12% to as high as 54%