Tuesday, May 19, 2009

Alcatel-Lucent Teams with 1020 Placecast for Hosted Location-based Mobile Advertising

Alcatel-Lucent is working with 1020 Placecast, a start-up based in San Francisco specializing in location-based advertising, to launch a hosted location-based service for wireless network operators.

As part of this service, 1020 Placecast leverages its unique ad engine to weave location information into highly relevant SMS or MMS messages delivered on an opt-in basis to mobile users. Alcatel-Lucent, leveraging its Geographic Messaging Services Platform (GMSP) as a hosted service, tracks opt-in subscribers' locations on behalf of the service provider and pushes mobile content to the subscriber when and where is appropriate - based on the advertising campaign developed and managed by the 1020 Placecast platform.

Alcatel-Lucent's GMSP leverages algorithms developed at Bell Labs to create a "geo-fence" around a particular mobile user or physical location. This enables messages, promotions and ads to reach subscribers at the most appropriate time and place. When a mobile phone user crosses a given "fence," it triggers the delivery of an SMS text message or multimedia message that is relevant to that individual and that location, such as a promotion for a particular store, or the presence of a friend or associate in the area.

The companies said their network service can support millions of subscribers tracked within millions of geo fences. For example, mobile service providers could offer consumers an opt-in service where they will receive a mobile message offering a discount at a consumer's favorite retailer around the corner on their way to work. The message could include the store address, phone number, proximity to the customer, and other brand and carrier developed content. For subscribers, receiving messages and advertising from brands subscribers care about -- at the time and place they are most interested in getting them -- enhances the mobile experience. By maximizing advertising effectiveness in reaching brands' target audiences, it generates increased advertising spend with service providers.

The companies expect that nationally known retail chains will be among the first advertisers using the service.

For the network operator, Alcatel-Lucent said its hosted service provides a rapid path to enter a lucrative market with minimal upfront capital costs.

'Alcatel-Lucent's technology allows us to trigger the delivery of a tailored marketing message to a subscriber who has opted into the service when they enter a specific zone," said Alistair Goodman, CEO of 1020 Placecast. 'This enables a direct connection from mobile to the physical world. We're excited to partner with such an established solutions provider and offer carriers the best targeting and delivery in location-based mobile advertising and marketing."http://www.placecast.nethttp://www.alcatel-lucent.com

See also