Xiam to supply content discovery and recommendations for BREW
Rating: Xiaming, man
Last December on a very cold and wet day in Dublin I met Xiams Marketing Manager Martin Clancy in the lounge of the elegant Conrad Hotel. He told me then that Xiam was going places and to be honest I heard him, but wasn’t sure because the mobile marketing market is fiercely competitive. Now six months on Xiam has uncovered a suite of new service announcements. As well as providing its point of sale marketing technology to Orange UK the company has now crossed the pond and is working with Qualcomm.
Xiam Technologies will supply Qualcomm with content discovery recommendations for use with its BREW (uiOne). The MPOS (My Personal Offers System) technology enables personalised recommendation to individual customers.
From the press release
“We are delighted to be working with QUALCOMM, an acknowledged leader in the mobile content business,” said Colm Healy, CEO, Xiam. “QUALCOMM’s vision for converged service offerings through wireless and Web channels is a perfect fit with both our view of the market and our leading content discovery and recommendations technology. We look forward to working with QUALCOMM to help BREW operators cement their position in the mobile content value chain, while helping to bring subscribers a meaningful, relevant and worthwhile mobile experience.”
“Content targeting enables BREW operators to more effectively merchandize their services based on their past purchase history and tastes,” said Mitch Oliver, vice president, solutions and marketing for QUALCOMM Internet Services. “Xiam’s unique recommendations technology, which is designed to address the various challenges and opportunities facing the mobile environment, will personalize the consumer shopping experience, expand the discovery of content, and generate increased revenue for service providers.”
What we think
GoMo News has never been a huge fan of Brew or uiOne; although we have enjoyed some great nights at the BREW Fest. This is nothing to do with the US business but on the European side Qualcomm has repeatedly bodged an assault on the EU market.. Trigenix, which Qualcomm purchased and Elata, which Qualcomm also purchased were great companies. Both were leaders at the cutting edge and dynamic. On their own, I believe that the Trigenix solution would have been bigger than SurfKitchen is now. Instead uiOne has a few deployments in O2 UK and TIM in Italy but the earth is not moving and BREW is not shaking in Europe.
But Xiam might help the company, because in Europe Xiam is on the operator decks of nearly all UK mobile operators. The recommendation system, I havenât tested yet so canât comment on its greatness. But I have heard great feedback from operators on other services provided by Xiam. In the US, recommendation and personalisation are hot topics and BREW is a bigger success in the US but will these services clash with other BREW services available on operators decks from mobile search providers or will they be used by Qualcomm to get to know its BREW audience in an off-deck solution.
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