Etisalat launches opt-in mobile ad service

UAE operator is to provide preference-based content to its subscribers in the country.

Tags: Alcatel-LucentEmirates Telecommunications CorporationUnited Arab Emirates
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Etisalat launches opt-in mobile ad service The mobile advertising service enables Etisalat customers to gain access to a wide range of promotions and discounts from leading brands in the UAE that suit their personal interests and lifestyle.
By  Nithyasree Trivikram Published  June 8, 2011

UAE incumbent Etisalat and Alcatel-Lucent have launched the country's first permission and preference-based mobile advertising services.

The new service, which runs on Alcatel-Lucent's Optism mobile advertising platform, enables Etisalat to provide opt-in mobile advertising service allowing advertisers and brands to be able to reach their target audience via SMS/MMS dialogue ads.

The new service enables Etisalat customers to gain access to a wide range of promotions and discounts from leading brands in the UAE that suit their personal interests and lifestyle.

The service is available for free and customers registering for the service need not pay for any advertising messages that they receive or respond to.

Matthew Willsher, chief marketing officer of Etisalat, said: "There is a new wave of demand for deals, discounts and offers in the UAE. As part of our mobile strategy, we are constantly innovating to delight our customers. The UAE's first mobile advertising service ensures that customers who choose to receive targeted messages get better value as well as a richer mobile experience."

The platform also serves as a monitoring tool for customers' behaviours against the ads and promotions that they receive in a way that detects their registered interests and their interaction levels with the received offers.

Maha Muraish, director of online channel and portal at Etisalat said: "It's not about spamming our customers with numerous ads; it's about providing preference-based content. You will only receive offers from Etisalat that is relevant to you, at the time of day that suits you best and not more than 5 ads a week".

To sign up for this service, customers need to send an SMS 'JOIN' to short code ‘1551' and respond to an invitation message from Etisalat with their age, gender and interests. Customers can also choose to pause and resume, or opt-out for the service at anytime.

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