2/3/2010 12:44:00 PM
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
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.'