Etisalat Nigeria starts new mobile marketing
VALUE ADDED SERVICES| Aug. 14, 2012, 12:08 p.m.
Etisalat Nigeria, the fastest growing and most innovative mobile service provider in Nigeria, today announced the launch of a permission- and preference-based mobile advertising service, in collaboration with Alcatel-Lucent.
Etisalat Nigeria is to deploy Alcatel-Lucent’s Optism, a software-based mobile marketing solution which allows subscribers to share their interests and preferences with their mobile operator and ‘opt-in’ to receive personalized, relevant advertising and special offers on their mobile phones from their favorite brands.
Alcatel-Lucent has created a local ecosystem made up of key players in the advertising value chain (including advertisers, brands and media agencies), while positioning Etisalat Nigeria as the enabler of interactive dialogues with a large group of mobile phone users with very detailed consumer profiles.
During a limited initial launch in the beginning of 2012, more than 800,000 subscribers opted in to participate in the service. Etisalat Nigeria has seen very impressive results from all of the Optism-supported campaigns that have run to date.
It says the mobile campaigns enjoyed a high degree of interaction, with high levels of quantifiable actions - levels way in excess of those seen via other digital channels:
- Nigerian Breweries promoted their “Star” beer brand by inviting a well-targeted audience of males between 18 and 25 years old to be part of a series of music concerts – called “Star Trek”. With a response rate of more than 30%, and a click-through rate of almost 9%, the campaign created an avenue to reinforce the brand's spirit of fun.
- Coca-Cola offered an ‘Open and Win’ campaign which encouraged people to look under bottle caps for a code which they would then text to see if they had won free airtime. Participants were also encouraged to forward the campaign link to friends - adding a viral, social media element. The campaign had an almost 35% response rate among the 18-25 age group, a highly desirable target audience for beverage companies, and a 6.5% click-through rate.
- Sprite offered a ’Triple Slam’ campaign focused on basketball, dance and music – key interests for young people. The focus of the campaign was not to win a prize but to get people to show the world their talents and to ’like’ Sprite on Facebook. In this campaign, there was a 22% response rate and an 18% click-through rate to the Sprite Facebook page.
- The British Council ran an effective two-month campaign to encourage young people to study in the UK and used the chance to win a tablet PC as an enticement. The campaign had a response rate of almost 40%, and a click-through rate of more than 20% - pre-registering people for an education exhibition about studying in the UK.
Chief Commercial Officer of Etisalat Nigeria, Wael Ammar, said: “Optism is enabling us to achieve a number of exciting and important objectives. First, we are bringing the power of permission-based mobile advertising to the Nigerian market with our EasyAdz service. This simply means that we will provide customers with advertising content relevant to their specific locations and choices. We are also providing a large and highly profiled audience base for brands and advertisers as well as creating an avenue to connect with our most important asset – our growing base of over thirteen million subscribers.”
Amr El-Leithy, head of Alcatel-Lucent's business in the Middle East and Africa, said: "We are very enthusiastic to again be working with the Etisalat group to bring a more personalized and compelling experience to their customers. After a successful launch of Optism in the UAE it is extremely gratifying to have another member of the group choose our solution for permission-based mobile marketing. We see this as a solid endorsement of the way we are meeting expectations.”
MORE VALUE ADDED SERVICES NEWS
EFInA lifts Nigeria mobile banking with $1.5mEnhancing Financial Innovation & Access (EFInA) boosted the mobile money sector by splashing $1.5 million or about N421.5 million from its Innovation Grant on Diamond Bank’s Diamond Y’ello Account (DYA), a mobile banking platform which was built on MTN Xaas platform. Read More
KCB M-PESA loan disbursements cross KSh10B markRevolutionary mobile-based bank account KCB M-PESA has advanced KSh10.3 billion in loans to its customers since inception about two years ago, boosting access to credit in Kenya. Read More
Airtel Money, WAEC enable candidates to check their results onlineAirtel Money is enabling the purchase of the West African Examination Council (WAEC) results checker pins on its platform. Read More
Airtel Money Card is now back, with online paymentsAirtel Kenya has announced the return of its Airtel Money Card, enabling card holders the convenience of shopping, online payments and easy access to funds 24 hours a day. Read More
Daystar University pioneers smartphone-based degree programmesDaystar University has announced a strategic partnership with OneUni to launch Africa’s first smartphone-based degree programmes, the first of which is a Bachelor’s of Education for existing and aspiring teachers. Read More
MTN Ghana stimulates discussion on cashless societyAs part of its 2016 Mobile Money Month celebration in the country, MTN Ghana has revisited the discussion on a cashless society and the need for stakeholders to take a critical look at its benefits again. Read More
WorldRemit calls for urgent restoration of money transfers to NigeriaHundreds of global remittance companies have been forced to cease transfers to Nigeria, says WorldRemit. Read More
Mobile Money – the paradox of costly convenienceThe convenience of mobile money is being offset by the increased risk of fraud, report Kampala residents. Read More
Uber Kenya faces looming drivers’ strikeKenyan drivers for digital taxi service Uber have threatened to embark on a strike from today over fare price cuts. Read More
Uber offers cashless payments in Accra through SMSGHUber, the innovative app that connects riders with drivers, has revealed to Biztechafrica that it has partnered with SMSGH to provide mobile payments to the Greater Accra Metropolitan Area (GAMA). Read More
FEATURED STORYFinancial services sees AI as both opportunity and threat
Banking is already a key area where technology is having an impact throughout Africa, and a new survey assesses the impact artificial intelligence will have on this sector.
BEST READ NEWS
IN DEPTHAccess and Use of ICT stats released
Statistics Botswana has released the first results of the 2014 Information and Communication Technology Household Survey.