In the way of technology, if it is the latest release—we want it, but only if we can get it mobile. Worldwide consumers are demanding more and more mobile content and flexibility in its use, but not all are created alike. Some want more features than others and some want the ability to change on the fly. What’s more, operators want to capture these behaviors to be able to respond with the right products and services.

 

To respond to such challenges in demand, Alcatel (News - Alert)-Lucent has enhanced the 5965 Mobile Content Platform, a powerful software platform that is designed to change the way mobile content is delivered to mobile phone users. Operators will be able to use the solution to create a personalized shopping experience for targeted subscriber segments based on individual interests and behavior.

 

The overall quality of service will also be improved as it will deliver expert content management, merchandising and delivery o mobile advertising and entertainment. The Alcatel-Lucent 5965 Mobile Content Platform also provides operators with the tools needed to create a simplified one-stop shop for mobile content, providing the integrated shopping experience that subscribers are seeking.

 

Mobile content today is generally sorted by content type rather than by brand, requiring subscribers to search through multiple levels of menus to find the content they want to buy. For instance, a subscriber that is interested in purchasing content related to a favorite music artist would visit their operator’s portal and see a ringtones menu, a graphics menu and a video menu and have to navigate each one separately.

 

Or, subscribers would shop at other mobile Web sites. At no time would the subscriber be able to see everything related to their artist and the operator many not be able to capture a record of their buying preferences.

This dynamic changes with the Alcatel-Lucent 5965 Mobile Content Platform. The operator’s existing content systems can be used to drive marketing campaigns and gain the intelligence to help them sell more. The ability of the operator to support content both on and off their network enables the user to quickly see the content and brands they want regardless of content type of where it is hosted. The operator is also able to track purchases and use that intelligence to send targeted advertisements or special offers for related entertainment or brand specific promotions.

Alcatel-Lucent hopes to speed adoption as the 5965 Mobile Content Platform is a software platform that can be added to mobile networks without replacing existing content systems, enabling operators to quickly begin delivering revenue-generating new services.

"The mobile phone is a highly personal communication channel. This goes beyond simple advertising. It is this kind of relevant, interactive experience that brands want and subscribers appreciate," said Scott Ellison, VP Consumer Mobile Research at IDC (News - Alert), in a Wednesday statement. "This release offers new opportunities for operators to turn their content investment into a profitable revenue stream through higher subscriber usage and brand revenue."

This announcement coincides with the release of new user survey data from The Worldwide Lab at Alcatel-Lucent, a primary research program designed to understand the preferences of teens and young adults. The new survey data highlights growing market demand from the Internet generation for personalized advertising and awareness campaigns that deliver relevant content.

"Our research has shown that teens and young adults want to find and interact with the brands they care about," said Margaret Norton, Vice President of Mobile Content platforms at Alcatel-Lucent, in Wednesday’s statement. "Subscribers continue to be surprised at the lack of visible, relevant brands on their mobiles. They want to be marketed to as they are on the Internet, at the mall and on TV. With the new release of the Alcatel-Lucent 5965 Mobile Content Platform, mobile operators can take advantage of this market demand and revenue opportunity."

Alcatel-Lucent has a long reputation for being the first-to-market with solutions that not only respond to consumer demand, but that also enable the organization to capture the intelligence they need to be able to develop and offer products and services that the consumer wants. This latest mobile platform shines in both areas and the company will likely see quick success with this solution, while also helping to drive sales for operators.

 

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