Airwide and TietoEnator integrate mobile offering

Edited by the Marketingservicestalk editorial team Feb 15, 2008

The integrated mobile advertising solution supports multiple advertising models and allows rich targeting for increased ad revenues.
Airwide Solutions, the leading provider of next-generation mobile messaging and mobile internet infrastructure, applications and solutions, and TietoEnator, a leading European IT services provider, have announced that the companies will provide a integrated mobile advertising solution designed to offer customers an end-to-end solution for managing the mobile advertising ecosystem, and creating and managing mobile advertising campaigns.
Both TietoEnator and Airwide have mobile advertising solutions that cover critical elements of the mobile advertising value chain.
Airwide provides an ad-optimised service delivery platform encompassing multichannel ad-insertion, personalisation, usage tracking, as well as revenue management.
TietoEnator complements the solution providing operators with capabilities for ad sales support, booking and targeting..
As opposed to standalone or delivery channel-specific solutions, the integrated solution minimises OPEX and CAPEX because it can be linked with existing ad networks and ad management systems as sources of ads and ad revenue.
Furthermore, the integration with operator network capabilities allows efficient advertiser invoicing and innovative targeting of advertising campaigns based on subscriber location, device, presence and social network information.
Even more importantly, the cross-channel support enables building a complete profile of the subscriber, usage history and individual preferences that allows granular segmentation and ad targeting on a subscriber level also in other channels.
Such capabilities are extremely valuable from the advertiser perspective, resulting in higher advertising rates and ultimately increased ad revenue.
"When deeply personalised, consumers find advertising to be interesting, inspiring and fun," said Kaj Hagros, Vice President of Market Development for Airwide Solutions.
"This allows operators to expose an entirely new medium to brands and advertisers.
"The integrated solution provided by Airwide and TietoEnator is ideal for helping operators to meet this opportunity in the marketplace by supporting multiple advertising models and interactive campaigns with a single solution.
"Ad space which is targeted to a selected group of customers is more valuable to advertisers; the sophisticated way in which the integrated solution targets and monitors campaigns benefits the whole value chain from advertisers to consumers".
"When done properly, the mobile ad management process generates data which can be utilised in new business models beyond advertising," said Ville Virtanen, Senior Consultant, TietoEnator Telecom and Media.
The Airwide Mobile Advertising Solution is a full, yet modular, service delivery platform optimised for the advertising business model.
By deploying the Airwide Mobile Advertising Solution, mobile operators can generate significant new revenue streams by being in a position to attract big brands and external advertisers.
Using the multichannel ad-insertion capabilities of the Airwide Mobile Advertising Solution, operators can create sponsored person-to-person (P2P) and application-to-person (A2P) messaging campaigns, run targeted SMS, MMS and WAP Push and browsing campaigns and distribute personalised banner advertising.
Due to the open API's of the Airwide Mobile Advertising Solution, it can easily be integrated with third-party campaign creation and advertiser management solutions that offer customers the benefits of a flexible yet comprehensive best of breed solution.
Combined with the TietoEnator Cross-Advertising Solution, which covers Ad Booking and Management and enables campaign creation and advertiser customer management, the integrated offering will enable customers to make one investment in a solution that covers the entire end-to-end process of provisioning, conducting and measuring targeted ad campaigns.
The Cross-Advertising Solution from TietoEnator is a proven and effective solution for handling the cross-media - print, web, TV, mobile - selling, booking and production of advertisements, campaign layout planning, and invoicing.
The solution handles information from different parts in the production process and uses it in creation and sales planning, statistics follow-up, invoicing and customer ledger.
The Cross-Advertising Solution's next generation web-based interface further supports self-care interfaces allowing the customers themselves to handle a large part of the booking and ad production process.
This results in better customer service and minimises operator involvement in day-to-day ad creation and management.
More than 250 media houses and newspapers use TietoEnator's systems for advertising management.
TietoEnator is among the leading architects in building a more efficient information society and one of the largest IT services providers in Europe.
TietoEnator specialises in consulting, developing and hosting its customers' business operations in the digital economy.
The group's services are based on a combination of deep industry-specific expertise and the latest information technology.
TietoEnator has about 16,000 experts in close to 30 countries.

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