Germany's E-Plus Offers Subscriber Discounts for Targeted Mobile Ads

Germany's E-Plus, a member of the KPN group, is now offering discounts to mobile subscribers willing to receive targeted advertising. Through a mobile advertising subsidiary, called Gettings, E-Plus' consumers can choose between three packages - S, M and L - where they will receive between 10 and 25 mobile ads per week in exchange for free call minutes, free SMS messages or vouchers. The Advertising Selection Server enables users to provide their preferences so they receive only mobile ads that interest them -- both enhancing
their experience and providing advertisers with a higher value, more targeted campaign.


The service is enabled using Alcatel-Lucent's newly launched Advertising Selection Server, a hosted service that leverages advanced targeting algorithms and enables advertisers to deliver targeted mobile advertising campaigns on an opt-in basis.


"Mobile advertising is an additional revenue stream that will help us continue to provide mobile communication services at especially attractive rates," says Daniel Euler, managing director of E-Plus' Gettings. "Advertising must not be perceived as a nuisance, however. It only works if the messages suit the recipients' interests. The hosted Advertising Selection Server, offered by Alcatel-Lucent, truly delivers in that regard and also works well with our existing system landscape."


The Advertising Selection Server provides mobile service providers with a single platform that is able to deliver via SMS, MMS and WAP a mix of push and pull targeted advertising campaigns tailored to an individual subscribers' opt in preferences. The Advertising Selection Server also
offers a unique interface for inventory and campaign management and acts as a single front-end for advertising players and features a suite of APIs for tight integration with third party services, profiling, and billing systems. The Advertising Selection Server is generally available worldwide as a turnkey product as well as a hosted service.
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