SingTel has selected Comverse HUB Mobile Advertising for it’s new ad service. Comverse will analyse subscriber info and location, and deliver ads through multiple media and channels.
It’s an opt-in service, with users volunteering profile information. Subscribers to the service get free services, discounts and other benefits.
From the release:
“We chose Comverse for their technology, as well as for their expertise in the domain,” said Edward Ying, SingTel’s Chief of Content & Media Services. “We are working closely with them on a centralised platform to manage the different channels and to add innovative elements that are attractive and valuable to advertisers.”
“Comverse’s mobile advertising strengths, including its multi-channel advertising platform and extensive marketing expertise and support, have made it a leader in this field,” said Urban Gillstrom, Group President, Global Sales for Comverse, “Advertising on multiple channels is one of the most exciting frontiers in telecommunications, and SingTel’s success provides a strong case for many others to follow.”
What we think?
The release is quite scant on details, unfortunately. The level of targeting that Comverse can provide through location and subscrption info will be quite high, but I’m far more interested in what it means by “multiple media and channels”. Urban Gillstrom certainly seems excited about it.
More importantly, this is sign of the continuing trend of operators out-sourcing important mobile services to third-party companies. They seem to have realised they can’t do everything themselves.
