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Intersec, which provides software for mobile and integrated operators, has signed a global partnership agreement with Alcatel-Lucent for the creation of a geo-marketing service that will enable mobile operators to connect brands and retailers to consumers via mobile devices, based on their permission, preferences and location, to drive in-store traffic.
Intersec’s IGLOO collects and aggregates “anonymised” network data (circuit switch, packet switch, Wi-Fi, indoor location) in real time to provide proximity detection of all opt-in subscribers at a defined moment of the day. Alcatel-Lucent’s Optism then gathers and analyzes the location data to provide customers with relevant offers to drive in-store traffic. The companies say the cross-operator solution will enable multiple brands and retailers in several countries to deliver walk-in rewards, location-based targeted coupons and deals and post shopping surveys. Optism is deployed in 10 markets.
“In order to expand to geo-based offers and coupons, we were looking for a device-agnostic solution that was able to aggregate all of the location data that the network was seeing, both passive and active sources, both for in-store as outdoor proximity campaigns,” said Thomas Labarthe of Alcatel-Lucent. “By integrating Intersec IGLOO into Optism, brands and retailers can leverage all the existing Optism tools to define their campaigns including location as qualification criteria.”
