E-Plus group (a member of the KPN group) is using Alcatel-Lucent’s newly launched Advertising Selection Server for its mobile advertising offering through its subsidiary Gettings.

The Advertising Selection Server is a new element in Alcatel-Lucent´s suite of digital media and advertising solutions. Providing a new level of control in the management of mobile advertising campaigns, this new product features advanced targeting algorithms that makes it easy for mobile service providers to offer advertisers highly focused and impactful advertising campaigns.

This mobile advertising solution, implemented as a hosted service, is a key element of the Gettings business model around mobile advertising which was developed through extensive collaboration between Alcatel-Lucent and E-Plus group in the creation of new service features and system testing. Gettings enables advertisers to deliver targeted mobile advertising campaigns to all customers of the E-Plus group in an opt in model.

“Advertising must not be perceived as a nuisance. This is especially true for ads on a mobile phone,” says Daniel Euler, managing director of E-Plus’ Gettings. “Mobile Advertising only works if it strictly centers around the recipients’ interests. The hosted Advertising Selection Server, offered by Alcatel-Lucent, is clearly contributing to fulfill such demand for customer orientation through the Gettings offer. It also works well with our existing system landscape.”

In the Gettings application E-Plus’ consumers choose between three packages - S, M and L - where they will receive between 10 and 25 mobile ads per week. The Advertising Selection Server enables users to provide their preferences so they receive only mobile ads that interest them – both enhancing their experience and providing advertisers with a higher value, more targeted campaign.

The Advertising Selection Server provides mobile service providers with a single platform that is able to deliver via SMS, MMS and WAP a mix of push and pull targeted advertising campaigns tailored to an individual subscribers’ opt in preferences. The Advertising Selection Server also offers an interface for inventory and campaign management and acts as a single front-end for advertising players and features a suite of APIs for tight integration with third party services, profiling, and billing systems. The Advertising Selection Server is generally available worldwide as a turnkey product as well as a hosted service.

The Advertising Selection Server supports Alcatel-Lucent’s broader personalized content and advertising strategy, which is geared toward enabling the delivery of relevant, interactive and personalized advertising to consumers over communications networks of all kinds. Through a variety of initiatives, Alcatel-Lucent is increasing the value and quality of service provider advertising inventory through personalized, interactive, permission-based marketing, helping advertisers reach the right person, with the right message, on the right device at the right time. The company is enabling relevant conversations between consumers and brands that follow the consumer to the screen of their choice.