USA: Intersec has inked a global partnership agreement with Alcatel-Lucent for the creation of a GeoMarketing service. This service will enable mobile operators to connect brands and retailers to consumers via the mobile based on their permission, preferences and location to drive in-store traffic.
Alcatel-Lucent’s Optism Mobile Marketing solution will be embedded with IGLOO, Intersec’s Geolocator, to extend its targeted advertising solution with geolocation. Operators will be empowered to capture the value of a booming market: the real-time global location-based marketing and advertising market is forecasted to grow at a CAGR of 90% (source: Berg Insight).
IGLOO collects and aggregates in real-time the anonymised network data (Circuit Switch, Packet Switch, WiFi, Indoor Location) to provide efficient “in area” and “proximity” detection of all opt-in subscribers at a defined moment of the day. With seamless integration, Alcatel-Lucent’s Optism gathers and analyzes this location data to provide customers with relevant offers to drive in-store traffic. The cross-Operator solution enables multiple brands and retailers across several countries to deliver walk-in rewards, location-based targeted coupons and deals and post shopping surveys.
Thomas Labarthe, VP Mobile Commerce at Alcatel-Lucent, said: “Optism is currently deployed in 10 major markets. We connect brands in a very targeted and engaging way with consumers. In order to expand to geo-based offers and coupons, we were looking for a ‘device-agnostic’ solution that was able to aggregate all of the location data that the network was seeing, both passive and active sources, both for in-store as outdoor proximity campaigns. By integrating Intersec IGLOO into Optism, brands and retailers can leverage all the existing Optism tools to define their campaigns including location as qualification criteria.”
Yann Chevalier, Intersec CEO, said: “We are proud to bring Intersec’s market-leading geolocation aggregation technology to such a reference in the industry like Alcatel-Lucent. With this collaboration and integration with Optism, we will be able to provide one of the most efficient location-based advertising solutions available for brands looking to communicate with their consumers via mobile device.”