Openwave Uses Push To Boost Consumer Relationships with Carriers


Openwave Uses Push To Boost Consumer Relationships with Carriers

By Rich Tehrani, CEO, Group Editor-in-Chief, TMC  |  April 17, 2014

Mobile carriers aren't communicating with subscribers as effectively as possible and as a result Openwave Mobility is providing its MOTIFY solution, which solves the problem by using a push notification on iOS/Android (News - Alert) devices to begin user-engagement. At that point they communicate with an app on the device, which connects with Openwave Mobility's backend system which receives data over the push channel.

The cloud-based solution can be used to send marketing campaigns to users and can then determine the uptake through reporting.

For example, if there is a new video feed to a local sporting event that the carrier wants to promote, it can send a message letting the appropriate subscribers know.

The system lets you determine what happens when users respond. The Message Builder function is an integrated marketing GUI environment, which also supports a preview function to see what it will look like on the target device. Each push campaign can be mapped to specific events such as when a user begins roaming or is over quota, dealing with service denial, near quota, etc. Basically, network charging events can be used as upsell opportunities.

According to company representative Michael Rodgers (News - Alert), SMS is not as effective as the push channel as it doesn't allow the introduction of rich media and moreover it doesn't support tablets.

Obviously the carrier needs to ensure the data communicating to this application is not blocked in a data overage situation.

The company provides broadcast tools that allow importing from an external source, enabling carriers to segment users via analytics. This allows, for example, a soccer promotion to be sent to sports enthusiasts.

Rodgers said his company understands user behavior and the mobile space very well and has made a tremendous investment in user engagement. He believes this knowledge (and he tells me current customers agree) leads to tremendous data- driven upselling results.

"In business, as in life, great timing really matters," said John Giere, CEO at Openwave Mobility (News - Alert). "Get it wrong and you've missed the opportunity, but get it right and you are building customer loyalty.”

Edited by Stefania Viscusi
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