Alcatel-Lucent Powers Egyptian Mobile Ad Service

Egyptian mobile operator Mobinil has signed a strategic agreement with Alcatel-Lucent that will deliver interactive ads to its subscribers’ phones, tailored to their personal interests.

The permission and preference-based mobile advertising service is based on Alcatel-Lucent’s Optism mobile marketing solution. The service invites Mobinil’s nearly 30m customers to optin to receive ads and offers from their favourite brands. By sharing their interests with Mobinil, customers can receive promotions, discounts, content and exclusive opportunities. 

During an initial soft launch, more than 200,000 subscribers opted-in and used the service successfully. Advertiser partners at launch included adidas and Nokia, who both say they experienced higher response rates in comparison to other digital media.

“We recently ran a campaign with Mobinil to invite customers to our new flagship store in Cairo,” explains Burga Hatipoglu, marketing manager, Egypt for adidas. “The response was way beyond our expectations, and we are very excited about the potential of this new form of advertising.”