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Mark Donahue Mark Donahue is an associate editor for Telephony magazine. Previously, he worked in The Associated Press’ Chicago bureau, as well as two trade publications. He graduated from...more

Oracle Launches Oracle Communications Marketing and Advertising

News Facts

Oracle announced the general availability of Oracle Communications Marketing and Advertising, a new application that enables network operators to securely execute targeted mobile advertising and marketing campaigns.

Historically, the effectiveness of mobile advertising has been hampered by advertisers’ inability to deliver targeted offers. Oracle Communications Marketing and Advertising changes this direction as the only application that allows network operators to execute targeted mobile advertising campaigns based on subscribers’ demographic, usage and location information.

By unifying the network operator’s subscriber data and providing flexible campaign management tools, the application makes network operators more attractive business partners for advertisers and agencies.

Product features include:

Pre-built interfaces and pre-defined templates tailored for a variety of users including advertisers, ad agencies and publishers

Self-service tools that empower advertisers to create campaigns and monitor their effectiveness, while providing network operators secure control over the use of network resources

The ability to both “push” bulk messages to a large number of subscribers and to integrate advertising into “pull” messages – responses to subscriber interactions, such as text message voting for a reality TV show

Support for advertising delivery via short message service (SMS), multimedia messaging service (MMS) and Wireless Application Protocol (WAP) push

Supporting Quotes

“Oracle is dedicated to driving customer success through innovation. Oracle Communications Marketing and Advertising exemplifies this commitment by addressing the hurdles that have previously prevented widespread adoption of mobile marketing and advertising. With this new application, Oracle helps network operators capitalize on new revenue streams that leverage subscriber data and network resources to provide advertisers with new opportunities for targeted marketing,” said Dan Ford, vice president of product marketing, Oracle Communications.

“Mobile marketing and advertising is expected to grow significantly in the next several years, and network operators need to stake their claim in this lucrative opportunity area. Oracle Communications Marketing and Advertising represents a significant step forward by enabling network operators to develop mobile advertising environments that attract advertisers and ensure their satisfaction,” said Shira Levine, directing analyst, next-gen OSS and policy, Infonetics.

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