Pontis raises ARPU for Brasil Telecom

by: admin Tuesday, November 20th, 2007

Rating: party time

By Annie Turner

Always a real pleasure talking to Guy Talmi from Pontis because, unlike so very many vendors, he likes to go into real detail about what his company is doing for customers. (BKI Media also writes for its Better Marketing Center.) Pontis offers a Marketing Delivery Platform designed to increase ARPU, mobile service adoption and usage. Now it’s broken into the big time with a Tier 1 operator.

Its newest customer is Brasil Telecom, the first Brazilian operator to have offered converged fixed, mobile and broadband services. The coolest thing about the Pontis offering is that it can make marketing decisions on the fly, so in the first instance, it sends an offer (a whole science in itself for Pontis), then it can change lots of parameters, including price and the content of the bundle, depending on the user’s response (or lack of it). Of course the price and the bundle are designed carefully in the first place.

Brasil Telecom has more than 3.7 million mobile subscribers and operates 8.1 million lines fixed voice lines. The first stage will be deployed in time for the operator to launch a range of promotions over the busy Christmas and New Year and the initial contract is focused on promoting mobile prepaid, content, SMS and MMS services across a SMS, Wap, MMS, Web, email and mobile broadcast, using Pontis’ Business Templates. They enable Buy 1-Get 1 free, Top-up Benefits, Cross Sell and a Recommendation Module. In the mid-term, the system is to be extended to help the operator increase traction in more multi-play domains.

You can read the entire case study here and December’s Mobile 2.0 will include an in-depth interview with Mr Talmi.