Globys Launches Contextual Marketing Solutions Transforming How Carriers Monetize the Mass Market

SEATTLE, March 18 /PRNewswire/ -- Globys, a leading provider of self-service and contextual marketing solutions for the worldwide telecommunications market, today announced the launch of an innovative contextual marketing platform that will transform how carriers monetize the mass market.  

Building on the company's long history of helping communications service providers leverage and monetize their customer data assets to improve the customer experience, Globys is now changing the way service providers will drive mass market discovery and adoption of products, plans, widgets, apps, and other mobile-targeted services.  

Developed specifically for wireless carriers, Globys' new Mobile Occasions solution enables proactive delivery of contextually relevant products, services and content to the mobile device at the specific time a customer is most likely to make a purchase.  

Globys' contextual marketing solutions arrive to the market at a pivotal time when telecom and the mobile Internet, as well as non-traditional entrants, are fiercely competing for both the mindshare and wallet share of the consumer.  Non-SMS data and value-added services (VAS) revenue contribution remains relatively low and service providers realize they must leverage the wealth of customer knowledge they have to increase average revenue per user (ARPU) and provide the type of personally relevant experiences that drive true customer loyalty– which until now, has remained a daunting challenge for marketers.  

"Our Mobile Occasions solution allows carriers to automate the proactive delivery of products, services and content to the mobile device based on real-time targeting of an 'occasion' – the right person, at the right time, in the right location, with the right lifestyle, social context, and emotional state," said Duane Edwards, senior vice president of product development at Globys.  "With our experience handling billions of customer data transactions each day, we have gained unique insights into customer purchase behavior, targeted contextual marketing, and one-to-one selling and are excited to help carriers market to their customers in what we believe is an entirely new way."  

Understanding and tapping into a customer's emotional state can have significant advantages when it comes to a service provider's ability to deliver a contextually relevant product, service or experience at the time it matters most for an individual customer.  For example, it's Saturday night at 11 p.m. and Anne is at home when she makes a call to check on her daughter. Imagine the interest she would have at that specific moment to discover a mobile application that allows her to check her daughter's location – much higher than if it was offered during a retail store visit on a Wednesday morning.  By understanding what customers really want and delivering it to them at just the right time, service providers allow customers to discover and experience the power of mobile data applications – breaking down the common adoption barriers.  

"When it comes to reaching today's mobile subscriber with the right product, service, widget or mobile ad, the key is being context-aware, and telecoms have a unique advantage in that they actually have what it takes in terms of all the customer data," said Sheryl Kingstone, Director of Yankee Group.  "The value that this approach to contextual marketing offers is helping carriers to monetize that data by addressing customer needs in the specific context of a moment, essentially by enabling them to deliver trial experiences of products, services and content to customers who otherwise may never discover it."    

Building on established credibility which results from offering telecom-specific solutions that have been in market for 12+ years and proven results in over 30 customer deployments, Globys' contextual marketing platform supports a variety of solutions designed to address the distinct segments of a service provider's customer base, including prepaid and postpaid for mobile as well as small to medium business customers.

Select customer deployments of the patent pending Mobile Occasions solution are now underway with wider availability expected in the second half of 2010.

About Globys

Globys provides some of the world's leading telecommunications carriers with solutions that help them leverage and monetize their customer data assets. A spin off from VeriSign Inc., one of the world's leading providers of infrastructure services, Globys offers a suite of products that have helped meet the needs of telecommunications carriers for more than 12 years and now supports more than 30 customers deployments globally. Each of Globys' applications are designed to leverage customers data into richer, more valuable intelligence, helping carriers to increase revenue, reduce churn and enhance profitability across the entire customer lifecycle.  

Globys has headquarters in Seattle, Washington and can be found on the Web at http://www.globys.com.

SOURCE Globys