Telecom Lead Africa: Etisalat Nigeria has tied up with
Alcatel-Lucent to launch permission- and preference-based mobile advertising
service.
Etisalat Nigeria will deploy Alcatel-Lucent’s Optism, a
software-based mobile marketing solution.
Optism allows mobile users 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 involving
advertisers, brands and media agencies for Etisalat Nigeria.
During a limited initial launch in the beginning of 2012,
more than 800,000 subscribers opted in to participate in the service.
Etisalat Nigeria Chief Commercial Officer Wael Ammar said
that Optism enabled the company to achieve a number of important objectives.
Its association with Alcatel-Lucent enabled Etisalat
Nigeria to launch permission-based mobile advertising to the Nigerian market
with its EasyAdz service. This will help Etisalat Nigeria to provide customers
with advertising content relevant to their specific locations and choices.
According to Amr El-Leithy, head of Alcatel-Lucent’s
business in the Middle East & Africa, it experienced a successful launch of
Optism in the UAE. Alcatel-Lucent considers its association with Etisalat
Nigeira as a solid endorsement of the way the company is meeting expectations.
Etisalat Nigeria has a subscriber base of over 13
million. Etisalat Nigeria is one of the 17 operations of the Etisalat Group
that spans across Africa, Middle East and Asia serving over 135 million
subscribers.
