Alcatel-Lucent and 1020 Placecast to launch location-based mobile advertising service

ALCATEL-Lucent and 1020 Placecast, the cross-platform location-based advertising solution provider, have today announced they will jointly provide mobile service providers and brands with a location-based service – hosted by Alcatel-Lucent - that delivers highly relevant messaging and advertising to mobile consumers who opt into the service.

Together, 1020 Placecast and Alcatel-Lucent are offering an end-to-end service that enables service providers to support brands in reaching their target audiences wherever they are in innovative new ways. To deliver the proposed service, 1020 Placecast’s ‘ad engine’ will deliver location information into highly relevant messages, to enable brands and advertising agencies with scalable, proximity marketing campaigns that will be pushed to consumers' mobile devices in SMS and MMS formats. Alcatel-Lucent, via its Geographic Messaging Services Platform (GMSP) as a hosted service, tracks opt-in subscribers’ locations on behalf of the service provider and pushes mobile content to the subscriber when and where it’s appropriate - based on the advertising campaign developed and managed by the 1020 Placecast platform.

“One of the key benefits of mobile marketing is the precise location targeting inherent in mobile devices and communication networks,” said Michael Boland, program director, mobile local media, for The Kelsey Group, a leading provider of local advertising research, analysis, data and competitive metrics. “Pulling together Alcatel-Lucent’s location service with Placecast’s location-based ad serving engine should create a greater ability to deliver more relevant ads that perform better.”

Gani Nayak, President of Alcatel-Lucent's Rich Communication business, added: “This offering enables carriers, and the brands they support, to create a highly-relevant and personalised experience for mobile users while also delivering immediate return on investment. It combines Alcatel-Lucent's best-in-class geo-fencing technology - which supports millions of virtual fences -with Placecast's leading location-based ad platform to launch large-scale, proximity-based mobile marketing campaigns."

The service, available in North American, seamlessly delivers messages and advertisements to any mobile device and screen without a capital investment by service providers. Subscribers simply sign-up for the service and select the kinds of messages and offers they want to receive. Their privacy is protected because their exact location is never revealed - only the fact that they have entered a designated geographical area.

“Alcatel-Lucent’s technology allows us to trigger the delivery of a tailored marketing message to a subscriber who has opted into the service when they enter a specific zone,” said Alistair Goodman, CEO of 1020 Placecast. “This enables a direct connection from mobile to the physical world. We’re excited to partner with such an established solutions provider and offer carriers the best targeting and delivery in location-based mobile advertising and marketing.”

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