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- Pressemitteilung BoxID 514144
Guillermo Escofet, Senior Analyst at Informa Telecoms & Media comments on news that Vodafone has increased its share in UK mobile couponing firm, Vouchercloud
(PresseBox) (London, )
Vodafone's move to increase its shareholding in UK mobile couponing firm Vouchercloud, from 21% to 57%, reflects how central offers have become to operators' mobile advertising and marketing strategies. With rival UK operator O2 having built up a 10-million strong community of subscribers opted in to receive offers under the O2 More service, and rival carrier group Deutsche Telekom having struck a partnership with daily-deals site Groupon in January, Vodafone doesn't want to be left behind.
The move also reflects the wider trend among operators of embracing the over-the-top model. Rather than focus its strategy on creating a voucher service specifically targeted at its own subscribers, it is investing in a company that targets all mobile users, regardless of which network they are subscribed to. In the globalised world of mobile apps, the limitations placed by operators' network footprints have become a huge handicap.
Vodafone was one of the most high profile brands in the big drive five years ago by operators to become key players in mobile advertising and marketing. It rolled out a group-wide strategy and set up mobile advertising teams in most of its subsidiaries. But, like most other operators, it has failed to capitalise on its unique position as a mobile operator to become a central repository of private consumer data for the benefit of advertisers. Too many barriers were in the way.
Offers are a good fit for mobile because they can be combined with location - exploiting smartphones' GPS capabilities to push offers from nearby shops - and are focused on an immediately executable task - such as redeeming a free coffee from the coffee shop down the road. They are a much better fit than brand-message display ads, for example.
The move also reflects the wider trend among operators of embracing the over-the-top model. Rather than focus its strategy on creating a voucher service specifically targeted at its own subscribers, it is investing in a company that targets all mobile users, regardless of which network they are subscribed to. In the globalised world of mobile apps, the limitations placed by operators' network footprints have become a huge handicap.
Vodafone was one of the most high profile brands in the big drive five years ago by operators to become key players in mobile advertising and marketing. It rolled out a group-wide strategy and set up mobile advertising teams in most of its subsidiaries. But, like most other operators, it has failed to capitalise on its unique position as a mobile operator to become a central repository of private consumer data for the benefit of advertisers. Too many barriers were in the way.
Offers are a good fit for mobile because they can be combined with location - exploiting smartphones' GPS capabilities to push offers from nearby shops - and are focused on an immediately executable task - such as redeeming a free coffee from the coffee shop down the road. They are a much better fit than brand-message display ads, for example.
Über Informa Telecoms & Media
Informa Telecoms & Media (www.informatandm.com) is the leading provider of business intelligence and strategic services to the global telecoms and media markets.
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