MWC: Openwave moves into contextual merchandising
Rating: Mobile operators can play on their existing strengths
I had a very interesting chat with Openwave CEO Robet Vrij at MWC about the direction the company is taking to help its impressive list of established Tier One clients.
The message which came across is that Openwave is determined to help its clientele ‘monetarise’ the many service they already provide to subscribers. Including making money out of email.
This is where Openwave’s approach becomes unusual. What it is currently focussing on is PC to mobile. The aim is to provide a free flow of content and messaging between the two environments.
Out of all the demos I was given the one which centred around ‘contextual marketing’ was easily the best. Just the mere mention of a rock band was enough to influence the PC interface into displaying adverts which had an association with than topic.
This was, of course, just a mock up but I particularly like the demo where clicking on a rock bands name took the surfer straight to Orange’s own music store.
There’s far more to this than I can describe right now. The best bit is, of course, that Openwave has massive experience of proving operators with servers and its Integra offering is just an extension of that.
I look forward to cover Openwave in greater depth once I’ve had a chance to play with the demo software.
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