Orange to expand ad service to other tariffs

Orange to expand ad service to other tariffs
Orange plans to connect its new mobile advertising service, Orange Shots, to its contactless payments strategy by using its recent partnership with Barclaycard.

The network's VP of sales of wholesale, business development and partnerships, Marc Overton, outlined Orange's plans in an interview with Mobile last week (26 January).

The Orange Shots service, launched on 1 February, targets the network's customers with 'interactive' mobile advertising through Orange's recently acquired ad agency, Unanimis.

The platform uses the technology from Blyk - a disbanded ad-funded network, which Orange took over in August 2009.

It will initially be available to brands that want to target a sample of 100,000 customers from Orange's 'Monkey' tariff customer base.

Overton said: 'The service is currently only available on Monkey, but over the next couple of months we are looking to broaden that in contract tariffs and, eventually, contactless payments.'

The network is looking at tariffs that it can add on to contactless payments. Overton said: 'For example, with Barclays, you could be sent a voucher via your mobile for a half price coffee, which you could then pay for using the phone.'

Orange Shots will eventually target all of the network's customers but will be aimed at 'key segments' first. Overton said this will not just be young people - it could be older women for health and beauty and men for Top Gear.

The service will roll out 'quickly and carefully' over 2010. Overton added: 'We are ramping up opportunities for all customers and opening up to the whole base.

'It's great what we've done with Monkey but the next stage is to move onto other tariffs and propositions. It is seen as a service for our customers.'
Written by Mobile Today
Mobile Today


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