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Mobile advertising brochure 2010

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  • 1. Get off to a quick start with Comverse Mobile Advertising!
  • 2. Mobile advertising has been gaining momentum with network Mobile Advertising: The Operator Role operators who understand the overwhelming benefits of an in- network system to generate significant new revenues: in an Emerging Value-Chain • Operators: Mobile advertising gives operators the opportunity The new emerging advertising ecosystem is drawing many players to create an entirely new business model with significant to the field. However, the operator can capture a key position in revenues coming from advertisers. There is a quick path for the mobile advertising value chain by leveraging assets that cannot operators to begin to benefit from these new revenues by be replicated by any other player: leveraging and monetizing their existing network assets. • Subscriber Knowledge: The mobile operator, extracting • Advertisers: New media channels provide very innovative information from the network, knows exactly who the end user and interactive ways to reach consumers in today’s crowded is, their location, behavior and browsing patterns (behavioral communication space. The mobile phone is the most personal targeting), and more. This puts the operator in a unique position device that exists today, accompanying end users wherever they to profile its subscribers and use the information for better go, practically 24/7. This makes the mobile environment an targeting, both for the advertiser (better returns) and for the end attractive and viable way for advertisers to directly and effectively user (meaningful, relevant ads vs. spam). reach their consumers. • Subscriber Relationship: The operator has a customer care • End-users: Influenced by the Internet-bred consumption and billing relationship with the end user. This enables the culture, end-users seek free or discounted communication operator to bundle services in order to enhance advertising services, and are willing to get relevant sponsored ads in monetization and offer easy self-care management of service exchange. With the right service bundle, end users can choose such as opt-in/opt-out. the amount of advertisements they would like to get in exchange for services. • Multiple Channels: Full control over the various mobile communication channels enables the operator to offer: - A unique, broad and rich inventory for advertisers (P2P SMS, A2P SMS, ringback tones, interstitial ads, banners and more) Operator’s Advertising Inventory Rich Multi-Channel Mobile Advertising Messaging Browsing Voice Video Billing Clients • Push SMS/MMS • On-Portal • Pre-call Clips • Clips • Real-time • Games Banners Prepaid • Person to Person • Ringback Tone • VOD • H/S Applications • Off-Portal Advertising • Monthly Bill • Mobile IM • Mobile TV • On Device Portal Interstitial • IVR Services • Top-Up • System • IPTV • Active Idle Screen • Off-Portal Notifications Notification • Voicemail Header/Footer • Live Streams • SDK for Developers • Web Real Time Location Information
  • 3. - Better, innovative and flexible advertising pricing options In addition, when working with Comverse’s Mobile Advertising solution, operators may offer advertisers effortless planning and - The best user experience possible including opt-in and opt- buying of inventory with an easy-to-use self-creation campaign out alternatives to respect privacy wizard. Every campaign is powered by advanced targeting and - The ability to recommend the best channel to reach an analytical capabilities to ensure the relevant ad goes to the right individual user person. And just as important, Comverse’s solution is scalable so that the operator’s system grows as more and more advertisers - The ability to reach all users through various channels: from sign on to participate. voice advertising on voice calls to multimedia advertising on IPTV With the Comverse solution, the operator can advise the advertiser as to which channel works best for each user. Since the operator • Value to Subscribers: The operator can offer subscribers already has all of the provisioning in place, the issues of subscriber incentives for agreeing to receive advertising, increasing buy-in and permissions to mobile advertising are easily and attractiveness of the medium and user responsiveness. With the quickly addressed, making it more appealing to advertisers. right profiling, the end user receives meaningful ads (and not spam) in a controlled environment (e.g. up to four ads a day) Advertisers also benefit from running campaigns centrally. Control from one place has important advantages, such as The Value of an End-to-End In-Network running a campaign through several channels at once in an efficient way with immediate access to comprehensive real-time Approach to Mobile Advertising metrics, making it possible to fine-tune the campaign and create customized offers on-the-fly. Comverse’s Mobile Advertising is a comprehensive end-to-end in-network solution. Designed as a fully productized solution, When working with Comverse Mobile Advertising solution, the it serves as the “ad brain-engine” and uses the network for end-user maintains control by using the operator self-service advanced targeting capabilities. As a modular, scalable and future- portal, where users can easily customize and manage their proof carrier-grade solution, it meets operators’ growing needs for advertising preferences: how, when and what kind of advertising the long-term. they would like to receive. This feature is extremely important, enabling users to feel that they can protect their privacy at any Operators have strategic lucrative assets that present an extremely level at any time. appealing offering to advertisers and other content providers. For example, only operators control a rich set of channels for multi- Forward-looking operators enjoy the ability to offer a modular channel direct advertising. If any channel (SMS, MMS, Voice, and solution that will support their business growth in years to come, others) is not available, Comverse’s solution can supplement what including advertising on all triple and quad-play communication is needed. forms (IPTV, wireline, broadband, etc.) Comverse Mobile Advertising Solution Framework Media Market Place Ad Gateway Account Network Deliv- SMS Publishers Mgmt ery Engine MMS Campaign Interaction SME Mgmt Manager System notifications Ad Server Inventory Billing & Re- Ad Sales Mgmt wards WAP User Profile Metrics & Billing Ad Agencies User Self Care Reporting RBT Pricing & Profile Enrich- Traffickers Settlements ment IPTV
  • 4. Why Comverse? Committed to Innovative Solutions for Operators Comverse Mobile Advertising provides one central solution that meets the needs of all players: the operator, A market leader and innovator in the value-added services the advertiser and the user, simplifying and focusing arena, Comverse’s broad portfolio of telco-grade solutions has the complex management of the value-chain in a cost- been improving business results for more than 25 years for over effective way. It offers operators an opportunity to get 450 operators globally by keeping them at the cutting-edge of off to a quick start including full integration with the technology. powerful Comverse® ONE™ Billing and Active Customer Management solution and other Comverse HUB Value True to our commitment to operators’ success, Comverse stays Added Services in the messaging, voice, and mobile on the cutting-edge of developments in the dynamic mobile Internet domains. advertising field to constantly maximize operators’ revenue Comverse brings myriad benefits to operators including: potential. With Comverse Mobile Advertising, operators can easily create new revenue flows and increase other service usage for • Core Technology: Both the “ad-brain engine” and the example: multi-delivery channels for a robust, modular and scal- • No Money? No Problem!: An operator can enable service to a able carrier-grade, in-network system. prepaid subscriber even if the user is out of sufficient balance in • Channels Expertise: Drawing from Comverse’s vast return for receiving ads. experience and proven technology in the various • Spice Up Your Inventory: Easily enhance existing advertising communications channels, this multi-channel solution inventory to create superior advertising experiences for integrates synergistically with existing services, provides advertisers and users, such as SMS to MMS and others. easy management of advertising through all mobile communication channels and generates innovation in • Viral Advertising: Enable advertisers to initiate viral mobile advertising. advertising campaigns and measure the aggregated exposure. • Network Expertise: Gained from deploying in-network • United Operators: Enable several operators (in a group or multi-channel mobile advertising solutions worldwide. in one territory) to have a shared advertising marketplace, increasing the total inventory and the subscribers’ reach. • Marketing Know-How: Comverse provides advisory services to operators to make sure they succeed in their Comverse Mobile Advertising: The right partner for building launch to end users. the best mobile advertising solution for you. Your best partner for the road ahead. • Business Operations: Comverse offers managed services for smooth service take-up. • Relationships with Advertisers: Comverse can help recruit advertisers to increase the demand of mobile advertising. • Business and Deployment Models: Comverse meets the operator’s specific needs by applying the most suitable business & deployment models: revenue share, CAPEX, hosting and in-network deployments. About Comverse Copyright ©2010 Comverse, Inc. All Rights Reserved. Comverse, its logo, the spark Comverse is the world’s leading provider of software and systems enabling value-added design, Kenan and Netcentrex are registered trademarks of Comverse Technology, Inc., or its subsidiaries, in the United States and may be registered in other countries. services for voice, messaging, mobile Internet and mobile advertising; converged billing Other denoted product names of Comverse or other companies may be trademarks or and active customer management; and IP communications. Comverse’s extensive registered trademarks of Comverse, Inc. or its subsidiaries, or their respective owners. customer base spans more than 125 countries and covers over 450 communication service providers serving more than two billion subscribers. The company’s innovative The materials presented here are summary in nature, subject to change and intended for general information only. product portfolio enables communication service providers to unleash the value of the network for their customers by making their networks smarter. BR 2010- 0245 For more information on our products and services, visit our website at: www.comverse.com or contact us at: information@comverse.com 100 Quannapowitt Parkway Wakefield, MA 01880 USA Tel:+1.781.246 9000 Fax:+1.781.224.8143