Intersec, which provides software for mobile and integrated operators, has signed a global partnership agreement with Alcatel-Lucent for the creation of a geomarketing service that will enable mobile operators to connect brands and retailers to consumers via the mobile based on their permission, preferences and location, to drive in-store traffic. The partnership will see Intersec’s geolocator platform, IGLOO, embedded with Alcatel-Lucent’s Optism solution, to add gelocation to Optism’s capabilities. 

IGLOO collects and aggregates anonymised network data (circuit switch, packet switch, wi-fi, indoor location) in real time to provide efficient in area and proximity detection of all opt-in subscribers at a defined moment of the day. Optism then gathers and analyzes this location data to provide customers with relevant offers to drive in-store traffic. The companies say the cross-operator solution will enable multiple brands and retailers in several countries to deliver walk-in rewards, location-based targeted coupons and deals and post shopping surveys. Optism is currently deployed in 10 markets.

“In order to expand to geo-based offers and coupons, we were looking for a device-agnostic solution that was able to aggregate all of the location data that the network was seeing, both passive and active sources, both for in-store as outdoor proximity campaigns,” said Thomas Labarthe, VP mobile commerce at Alcatel-Lucent. “By integrating Intersec IGLOO into Optism, brands and retailers can leverage all the existing Optism tools to define their campaigns including location as qualification criteria.”