05.30.16
Database monetization, improved convenience for customers and expanded opportunities to offer innovative apps from third parties developers. These are the main benefits of a new agreement between TIM and Gemalto to develop a new mobile marketing tool focused on app installation.
The mobile app push solution, part of Gemalto’s LinqUs Mobile Engagement and Monetization product suite, is a channel that suggests operator and partner apps and other content downloads via interactive smart messages, simplifying device lifecycle management regardless of where or when a handset is purchased.
In addition to receiving offers and app suggestions selected to match specific interests and profiles, TIM customers will be able to securely download recommended apps without using their purchased data package.
The tool provides an opportunity to explore new revenue sources for TIM, leveraging the marketplace trend of major investments in digital media from application developers, e-Commerce and other segments that plan to offer applications to customers. TIM is developing app partnerships directly with a wide variety of brands and service providers.
“Mobile marketing has a huge potential in Brazil, a market with a rich ecosystem of application developers and advertisers investing in digital media and under-exploited by carriers. In addition to creating a new business opportunity, it also allows us to improve convenience for consumers, who will now be able to understand and download applications in a simple, fast and innovative way,” said Flavio Lang, director, VAS and Handsets, TIM Brasil.
TIM started embedding the tool in Android devices sold by the company at the end of 2015, and the current deployed carrier base is approximately 100,000 mobile devices with the tool. This number is expected to grow significantly in 2016, as the solution will be embedded in all new smartphones shipped by the operator, as well as in all operating system updates. Customer response was extremely favorable in two successful pilot programs where acceptance rates proved higher than 20%. It uses no internal memory or space on the smartphone screen.
“It is important to remember that only those customers who opt-in to receive advertising messages on their phones will receive campaigns messages in this new format,” explained Lang.
Through a Smart Message campaign, the user receives a pop-up promotional message highlighting a new application to download. By clicking on the proper button, the download starts automatically, without the need to redirect the user to an app store and without using the data package. This greatly improves the experience and usability of value added apps and promotional campaigns.
The mobile app push solution, part of Gemalto’s LinqUs Mobile Engagement and Monetization product suite, is a channel that suggests operator and partner apps and other content downloads via interactive smart messages, simplifying device lifecycle management regardless of where or when a handset is purchased.
In addition to receiving offers and app suggestions selected to match specific interests and profiles, TIM customers will be able to securely download recommended apps without using their purchased data package.
The tool provides an opportunity to explore new revenue sources for TIM, leveraging the marketplace trend of major investments in digital media from application developers, e-Commerce and other segments that plan to offer applications to customers. TIM is developing app partnerships directly with a wide variety of brands and service providers.
“Mobile marketing has a huge potential in Brazil, a market with a rich ecosystem of application developers and advertisers investing in digital media and under-exploited by carriers. In addition to creating a new business opportunity, it also allows us to improve convenience for consumers, who will now be able to understand and download applications in a simple, fast and innovative way,” said Flavio Lang, director, VAS and Handsets, TIM Brasil.
TIM started embedding the tool in Android devices sold by the company at the end of 2015, and the current deployed carrier base is approximately 100,000 mobile devices with the tool. This number is expected to grow significantly in 2016, as the solution will be embedded in all new smartphones shipped by the operator, as well as in all operating system updates. Customer response was extremely favorable in two successful pilot programs where acceptance rates proved higher than 20%. It uses no internal memory or space on the smartphone screen.
“It is important to remember that only those customers who opt-in to receive advertising messages on their phones will receive campaigns messages in this new format,” explained Lang.
Through a Smart Message campaign, the user receives a pop-up promotional message highlighting a new application to download. By clicking on the proper button, the download starts automatically, without the need to redirect the user to an app store and without using the data package. This greatly improves the experience and usability of value added apps and promotional campaigns.