At a time when communication service providers (CSPs) are looking for more creative ways to generate income from their network infrastructure, a software company is offering a solution that will help the CSPs offer targeted, real-time campaigns.
Progress Software, a company which specialises in enterprise software, introduced a situation- and location-based software solution that can help CSPs track their users, who can be the target of effective marketing and advertising campaigns.
The Progress Situation-Based Promotion solution accelerator is specifically created to help CSPs track customer's cellphone usage patterns, interests, social network preferences and other customer-relevant profiles in real-time. CSPs, on the other hand, can provide partners, such as marketing companies, the relevant information to help them come up with specific promotions leading to purchasing decisions.
Susan McNeice, vice president, Software Research, Yankee Group, said such solution can help service providers take advantage of revenue opportunities while enhancing the customer experience.
"To continue growth and build a more loyal customer base, service providers need to be able to identify and sell relevant services on a real-time basis. By correlating variables such as real-time usage with customer preferences and location-based information, service providers can trigger targeted promotional offers," said McNeice.
Monetising customer information
Progress Software cited a study conducted by independent market research firm, Vanson Bourne, which revealed that 76 per cent of CSPs "believe that real-time promotions based on customer usage patterns would help retain their customers. Eighty per cent indicate real-time promotions would increase customer spending."
Progress Software said its promotion accelerator works well with Progress Responsive Process Management platform and Progress Apama complex event processing.
The new software also enables CSPs to manage multiple marketing campaigns with the help of capabilities that the solution offers. These capabilities include:
- in-depth visibility and analytics into customer call patterns and each promotion;
- strong sense and responsive capabilities allowing users to detect usage patterns from mobile device users providing a near predictive capability; and
- the agility to immediately adjust promotional programmes and processes when needed.
Marketing managers can also get historical information about target customers to enable them to realign campaigns, if needed, for better results.
"This solution comes at a time where we are seeing a rising trend in mobile marketing efforts in the Asia Pacific region, both within developed and developing countries," said Vivek Srivastava, director of communications and media solutions, Asia Pacific & Japan, Progress Software.
"More and more industry players have expressed interest in developing this capability to build and strengthen their marketing messages for future purposes. The Progress Situation-based Promotion solution accelerator will allow the CSP to look at usage patterns to create more personal one-to-one relationships with customers, thus building brand loyalty."
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