Mobinil sees over 1mn mobile ad users in Egypt

The “Mobinil Ads” solution shows ad rates response between 12-54%.

Tags: Alcatel-LucentMobile contentMobinilUnited Arab Emirates
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Mobinil sees over 1mn mobile ad users in Egypt A release at the Cairo Cristal Club seminar states that 41% of Mobinil's opt-in subscriber base is between 15-24 years old.
By  Nithyasree Trivikram Published  June 2, 2011

Egyptian mobile operator, Mobinil, has seen over 1 million subscribers opt-in for its mobile marketing service in the last two months. The "Mobinil Ads" service provides mobile subscribers access to interactive marketing campaigns tailored to suit their personal interests.

The operator underwent a soft launch of the mobile advertising service in December 2010 that saw over 200,000 subscribers opt-in for the service.

Ahmed Saber, head of mobile advertising, Mobinil, said: "Since the introduction of our mobile advertising service, we have been able to further increase our relevance to end-users, brands and advertising agencies." He said that the service enables the telco to put brands in the hands of mobile subscribers. "On the other side of the spectrum, we are in a unique position to provide brands and advertising access to - and a better understanding of - their potential customer base," he added.

The service, which is based on Alcatel-Lucent's Optism mobile marketing solution, allows Mobinil subscribers to share their interests and preferences with the operator to receive ads and offers from their favourite products, thus getting relevant news, offers and discounts. This targeted advertising enables advertisers to receive high response rates and reduces wastage of advertising spend.

A recent release at the Cairo Cristal Club seminar stated that 41% of the opted-in subscriber base is between 15-24 years old, and 22% is between 25-34 years. While the top categories of interest rates shown for the service included sports (30%), music (23%), fashion (23%) and technology (14%), the response rates to advertising campaigns run on the "Mobile Ads" service ranged from 12% to as high as 54%.

Hani Ramzi, director, Alcatel-Lucent Optism, said: "We look forward to extending Mobinil's mobile marketing service to millions of other customers in the coming months. Together, we will make Egypt a showcase of how mobile marketing is changing the way in which brands and their end-customers communicate, leveraging the proven strengths and capabilities of mobile service providers."

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