Global survey reveals that legacy systems pose major barrier for marketers at mobile operators

Published 19th June 2008

Personalisation and price are key to developing successful marketing offers

Tel Aviv, Israel – June 19th 2008 – A new survey carried out amongst marketing managers at mobile operators highlights the problems marketers face in accessing and leveraging customer data, particularly real time usage data, to create and deliver compelling marketing offers and promotions. The survey commissioned by Pontis, experts in targeted marketing for communication service providers discovered that 47% of respondents judged technological challenges in accessing data held on different and non-interoperable platforms to be the biggest barrier to delivering personalised communications, with organisational structure and processes in second place with 29% and just 9% of respondents highlighting lack of resources as the issue.

The survey reveals that the majority of marketers believe personalisation and price are the key ingredients for a successful marketing promotion. 34% of all respondents consider personalisation to be the most important aspect of developing a successful marketing offer or promotion with pricing in second place at 23% followed by communication and then timing with 21% and 17% respectively.


The survey reveals the difficulty marketing staff are facing in creating such personalised communications due to the problems in accessing subscriber’s usage history, real time behaviour and response to previous offers - just 18% consider this to be easy whilst 82% find it problematic. This poses a particular difficulty in marketing bundled services like triple and quadruple play offerings where 44% of respondents consider it extremely difficult to get access to the relevant customer data.


According to Guy Talmi marketing director at Pontis, “The survey graphically highlights what our customers have been telling us for some time about the difficulties they encounter in accessing customer data and usage history to help them deliver well targeted marketing offers.” He adds, “It’s hardly surprising that marketers have struggled to market new mobile services effectively in the absence of such vital data. The good news of course is that there are now solutions available like our own, which automate this process and help marketers to determine the optimal proposition, price, communication’s channel and timing to give the maximum chance of success and help to overcome the technological and organisational barriers that have traditionally hampered the marketing of mobile services.”


To download the full survey findings visit www. Pontis.com


About Pontis

Pontis is the creator of the world’s first Marketing Delivery Platform (MDP) designed to enable communication service providers to maximize the marketing relevance for each customer through the dynamic adaptation of the product offer and purchase experience.

Using the Pontis MDP, marketers can package, re-price, cross sell and recommend services across lines of business using a large variety of best practice Business Templates™.

Giving communication service providers the ability to mix and match highly relevant offers based on real time user behavior and triggers, significantly enhances all aspects of customer relationship management and has been proven to deliver double digit improvements in ARPU, accelerate service adoption and to reduce churn.

Customers are continually presented with the most appropriate offers based on their individual usage history, responsiveness and real time behavior. Incorporating planning, management and reporting tools the MDP allows marketers to operate a large portfolio of coordinated marketing programs for optimum results.

To find out more about Pontis visit www.pontis.com.