Acision and OgilvyOne form mobile marketing alliance

Acision, the messaging and charging company of choice for over 300 network operators and service providers worldwide, and OgilvyOne Worldwide, a WPP company and the global leader in interactive marketing, today announce that they have forged an alliance for mobile marketing.

The alliance combines OgilvyOne’s marketing expertise and Acision’s mobile delivery capability, essential requirements for realising the full potential of mobile marketing and advertising.

Integrating the two companies’ capabilities, the partnership will deliver the technologies and the necessary expertise for an end-to-end Customer Value Management solution, enabling carriers to unlock the revenue generating potential that resides within their data.

More than half of all global text and multimedia messaging traffic is generated through Acision’s platforms which enable real time extraction of information about individual mobile subscriber behaviour. Its loyalty and campaign management tools provide many of the essential prerequisites for effective mobile advertising. OgilvyOne is the global leader in Customer Ownership and interactive marketing, giving brands crucial insights into their customers, company, and market. OgilvyOne designs impactful communication programmes that build lasting relationships between the customer and the brand.

Together, Acision and OgilvyOne will enable the end-to-end mobile marketing value chain, providing advertisers with complete brand engagement over multiple channels, while assuring control, brand protection and mass market level revenues for carriers.

Brian Fetherstonhaugh, Chairman and CEO, OgilvyOne said: ‘From the CMO Forum here at the Mobile World Congress, it is crystal clear that the big opportunity for telco operators is to leverage their data assets. This needs to be done with insightful targeting, intelligent messaging, and an extremely sensitive view of the customer experience. This is why the Acision / OgilvyOne partnership is so powerful and timely.’

Rory Buckley, CEO, Acision said: ‘Mobile operators have been incredibly vocal about their hopes for mobile advertising, but the discussion should really be about mobile marketing. While ideas for advertising are often focused on the simple process of sending unwelcome brand messages to a consumer, the real potential lies in the targeting and delivery of marketing communications both for the operator themselves and for third party brands – addressing churn and opening the opportunity for new revenue models. What has been missing until now is a bridge between the marketing and telecoms worlds. Working with OgilvyOne, we are now in a position to offer support for the complete mobile marketing value chain; from an understanding of today’s mobile subscriber, through the technology, right into the brand strategy.’

Nabil Khalil, Managing Director for Acision in the Middle East and North Africa, said, ‘With the strong subscriber and revenue growth in the regional telecom market, the future looks bright for the success of this alliance with OgilvyOne. The alliance will leverage the complementary strengths of both Acision and OgilvyOne to offer expertise for generating revenue for service providers through mobile marketing given the significant opportunities for precise targeting across all mobile data channels, along with the ability to provide users with highly personalised services.’