Partner Communications, which operates the Orange brand in Israel, has deployed the Pontis Marketing Delivery Platform (MDP) to automate and improve the speed with which it can introduce personalised marketing offers for its customers. Using the solution, Partner Communications plans to significantly improve the quality, and increase the quantity, of its marketing activity with its 2.7 million wireless subscribers.
Pontis describes the MDP as a comprehensive software solution which enables marketers to deliver real-time, personalised marketing offers. It says the platform will play a central role in Partner Communications marketing strategy; enabling the operator to provide the right customer with exactly the right marketing offer at exactly the right time.
With 3G content and value added services (VAS) now a key strategic tool for driving revenue, Partner needed a comprehensive system that would automate the process of launching personal marketing offers. The system will be used to promote a range of personalized offers, combining Partner Communications full VAS portfolio, including  ringtones, games, wallpapers, screen savers, live TV, video clips and full tracks downloads.
VAS is now one of the most strategic growth areas for operators, as well as being a key part of our brand, says Partner Communications VP Marketing, Erez Paz. To this end, we are looking to drive additional revenue through higher levels of content consumption and customer satisfaction, which the Pontis system will enable us to do. Timing is critical for our campaigns and the system will increase the speed with which we are able to introduce marketing offers, enabling proactive and reactive, real-time offers to be delivered all the way to the end-user over our digital sales channels.
Pontis says the platform will also enable a higher level of targeting using advanced lifestyle and usage-based segmentation capabilities. A variety of Pontis modules will be used by the company including cross-sell promotions of related products, Happy Hour promotions and personal recommendations using an online recommendation engine.