Telefónica’s wholesale arm wants to help fellow mobile operators improve their marketing campaigns with a new service.
The Marketing Campaigns Manager is a virtualised suite of solutions that allows any operator to send personalised offers to consumers based on real-time information such as their physical location or behaviour.
The service includes segmentation capabilities, allowing operators to offer a plan to a specific group of customers, as well as a campaign manager which speeds up the time to launch new initiatives.
In addition, the operator can use the service to automatically slow down or stop the user’s connection when a user exceeds their bundle in order to send them a new tailored offer for additional data.
The suite also includes the ability to monitor the performance of campaigns and offers to refine and improve them.
The campaigns can be delivered across a number of channels including SMS, email and app.
Telefónica said the solution could be used to run a range of campaigns, including sponsored data and location-based offers.
It is also aimed at identifying customers who don’t access roaming services, often called “silent roamers”, and encouraging them to use data.
Other possible use cases include giving subscribers tailored rewards and creating offers associated with their physical locations, the Spain-based operator said.
Juan Carlos Bernal, CEO Telefónica International Wholesale Services commented: “Marketing Campaigns Manager is an essential tool which will empower mobile operators to create stronger engagement with their subscribers and ultimately capture new revenue streams.
“We believe that the development of this solution reinforces our position as a one-stop provider for mobile and carrier services”.