Brasil Telecom (BrT) Deploys PONTIS Marketing Delivery Platform™ To Offer Mobile Customers Personalized New Marketing Platform Designed To Increase ARPU, Mobile Service Adoption And Usage

Published 16th November 2007

LONDON, UK, 15 November 2007 Brasil Telecom, the first Brazilian operator to have offered converged fixed, mobile and broadband services, is deploying the Pontis Marketing Delivery Platform™ (MDP) to increase mobile service uptake in time for the busy Christmas holiday period. The operator chose the Pontis solution to provide subscribers with tailored bundles and marketing offers at the optimal time. The solution uses behaviour-based triggers to increase ARPU and mobile content adoption and usage....

Brasil Telecom currently has more than 3.7 million mobile subscribers and is the market leader in the provision of local and domestic long distance calls operating 8.1 million lines in the traditional fixed voice segment. It also has significant presence in the provision of Internet and data services to the corporate and consumer markets and a proclaimed strategy to become a leading player in the provision of converged multi-service offers. In early 2007 its mobile VAS marketing department embarked on a search to find a solution that would enable it to plan, execute and analyse the promotion of converged services in a manner that was tailored to the user’s preferences and behaviours.

Brasil Telecom launched a competitive tender process involving leading industry giants. The contract between Pontis and Brasil Telecom was secured using regional partner American Telecommunication Holdings S.A. and global partner Accenture to assist with the integration of the system, the first stage of which is to be deployed in time for the operator to launch a range of promotions over the busy Christmas and New Year season. According to Rafael Magdalena, VAS spokesperson from Brasil Telecom, “There was really only one solution that ticked all the boxes in terms of delivering personalised, flexible marketing offers based on the customer profile and behaviour. Up to this point we had been unable to create and deploy promotions in a timely fashion. The Pontis system means that we can respond quickly and effectively to the changing market and customer needs and plan and execute marketing promotions and bundles without the need to overhaul cumbersome and time-consuming legacy systems. We were also impressed by the ease and speed of deployment of the solution and the non-invasive integration methodology; a key factor in our decision-making.”

The initial contract is focused on promoting mobile prepaid, content, SMS and MMS services across a combination of channels including SMS, Wap, MMS, Web, email and mobile broadcast, using Business Templates™ provided by Pontis embedding marketing best practices such as “Buy 1-Get 1”, “Top-up Benefits”, “Cross Sell” and a sophisticated “Recommendation Module”. Subsequent plans include extending the system to help the operator increase its traction in additional multiplay domains.

The Marketing Success Program™ is an integral part of Pontis value proposition towards its client-operators. Pontis experts accompany Brasil Telecom marketing teams to derive maximum benefit for the system from assessment and planning to evaluation and analysis.
Roni Grosfeld, Pontis Director Latin America commented “Pontis is proud to be working with Brasil Telecom to enable them to optimize their marketing campaigns and to more effectively target the right customer with the right offer. The adoption of mobile data services offers huge opportunities in this market and the Marketing Delivery Platform™ will allow bundles and offers to be delivered that will drive revenue and, ultimately, improve customer loyalty.”