The rise of network-based user profile mobile marketing by Rogers Catalyst
Well, mobile marketing solutions that go above and beyond the app itself continue to gain prominence. Today at the Mobile Marketing Association's Roadshow stop in Toronto, Rogers announced that extra information about any Rogers-based consumer device is now accessible for mobile marketers through Rogers Catalyst. As network application programming interfaces have now become available on the cloud, there is no longer a need to access potential consumers via shortcodes. Marketers will get information such as the user's plan price point, type of plan, and support information on the fly about the consumer. As a result, Rogers says conversion rates become 2-3x higher as a result. Network location will find any number, anywhere.
Rogers did say that user privacy is still protected though and the service will evolve as privacy laws are implemented towards mobile marketing. For example if app developers want to use billing, location or messaging services towards their user base they must also add privacy based APIs that ask for the mobile phone user's consent.
However, there is nothing stopping marketers from gaining the enhanced user profile information.
Still, Catalyst is a brilliant tradeoff that providers marketers with more analytics while still protecting the consumer from being exposed to unwanted ads. However, the suddenly innovative telecom who also gained approval to become a bank recently did say to act quickly. Perhaps they fear the Canadian privacy watchdog Jennifer Stoddart, but marketers need some kind of advantage.
After all, Rogers wasn't the only one promoting a similar cloud based service at the conference. Neustar, perhaps best known for their insights and whitepapers on mobile, is also offering a similar service called the "intelligent cloud" which is free to try out until December 31st with the promo code 3MONTHS. It is a hosted solution that enables enterprises and developers to access cross-operator messaging communications and network services, via a single, secure web services interface. latter is
The latter is just mobile marketing data in an infancy state. BlueCava, which allows for device identification and reputatio say they are releasing their reputation exchange soon that will model marketing automation services such as Salesforce providing positive or negative targeting data based on over 100 categories of device behaviour.
The company, which also argues that big mobile data can fight online fraud, announced Tuesday that existing investors such as former Yahoo magnate Mark Cuban and Forbes 500 lister Tim Headington were involved in the 9.5 million dollar funding round led by venture capital firm S3 Ventures.
BlueCava is based on device fingerprinting technology and actually won the fifth largest software infringement sum of $388 million dollars from Microsoft.
That should give you an idea of how much of a gold mine mobile marketers think expanded user profile and behaviour metrics will be.
