Etisalat Nigeria Opts Into Mobile Ads
Mobile operator Etisalat Nigeria has introduced permission-based mobile advertising to its 13m customers, using Alcatel-Lucent’s Optism platform. The service enables consumers to share their preferences with the operator, and opt in to ads and offers via their handsets.
"Optism is enabling us to achieve a number of exciting and important objectives," says Etisalat Nigeria CCO Wael Ammar. "First, we are bringing the power of permission-based mobile advertising to the Nigerian market with our EasyAdz service. This simply means that we will provide customers with advertising content relevant to their specific locations and choices. We are also providing a large and highly profiled audience base for brands and advertisers as well as creating an avenue to connect with our most important asset – our growing base of over thirteen million subscribers."
The service ties a number of media players to the service. A closed launch at the start of 2012 attracted more than 800,000 subscribers to opt in. Etisalat has already run successful trials with Nigerian Breweries, Coca-Cola, Sprite, and the British Council.