Developing Telecoms | Mobinil tailors advertising to Egpytian subscriber preferences

23 May 2012

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Mobinil tailors advertising to Egpytian subscriber preferences

Monday, 13 December 2010 11:15 | James Barton

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The service provides customers with a permission and preference-based mobile advertising service, allowing customers the choice of receiving ads and offers from their favourite brands.

During an initial soft launch including major and international brands more than 200,000 subscribers opted-in and used the service successfully. Advertiser partners at launch included Adidas and Nokia, who both have experienced higher response rates in comparison to other digital media.

“Mobinil is involved in an array of multi-faceted business partnerships, which includes being an internet service provider, a banking services provider, an entertainment portal, [and] a media agency. It is in this context that we are entering into this strategic partnership with Alcatel-Lucent in this area”, said Hassan Kabbani, Mobinil CEO.

“The advertisers in the service have had phenomenal response rates to their campaigns - as high as 35% due to the focus on the users' interests, so our customers only receive relevant ads,” added Hassan Kabbani.

Adidas, one of the world’s leading sportswear brands, was an early adopter of Mobinil Ads.

“We recently ran a campaign with Mobinil to invite customers to our new flagship store in Cairo,” said Burga Hatipoglu, Marketing manager Egypt for Adidas. “The response was way beyond our expectations and we are very excited about the potential of this new form of advertising.”

Amr El-Leithy, head of Alcatel-Lucent business in the Middle East & Africa, said: “This commercial contract illustrates our commitment to helping mobile operators identify strategic market opportunities and determine the appropriate business model for their market.”

Optism is the permission-based mobile marketing solution from Alcatel-Lucent that bridges the gap between operators and advertisers. Optism is a unique offering that enables mobile operators to create highly responsive, permission and preference-based mobile inventory providing advertisers with easy access to willing and highly targeted audiences. Building upon successes in Europe with Orange Austria, Alcatel-Lucent is now forging relationships with leading operators in strategic emerging markets, including Egypt, with more to follow.

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