white label operator solutions
enhancing the ongoing dialog with the subscriber using PACE campaigns
PACE campaigns provide an effective call-to-action to use on-deck and third-party web, premium content, premium SMS, roaming and self-care services. Operator branding and links to the portal feature as a link in every single campaign.
marketing campaigns
From a mobile operator's perspective, perhaps the most powerful feature of PACE is that it facilitates an ongoing, personalised dialogue with individual subscribers after the handset point-of-sale. This dialogue is conducted in the most natural and unintrusive manner possible: via the handset itself, as users interact with operator voice and data services.
Campaigns are effective in service discovery, communicating offers, provide contextual, localised information services as well as projecting and updating brand values.
The flexible rule driven nature of PACE means that campaigns are easily coordinated with complimentary print, broadcast and online campaigns.
PACE campaigns can include a rich set of actions, providing the ability for subscribers to interact with the target content or service immediately.
content delivery
Weather, news headlines, sports scores, TV schedules, local information and more can be pushed to the client, updated using a schedule, or updated in response to a rule.
“Weather updates, news headlines and TV updates were the most valued feature…” Jones Donald Strategy Partners
PACE can be used to deliver mashups of web based RSS/ATOM feeds and or operator supplied content in order to provide a range of attractive, value added information services. Using simple XML formats and pre-built templates means that the addition of new service and back-end integration requirements is minimised.
Depending on the requirement, PACE campaigns can be packaged either as simple ‘teaser’ content (with actions designed to click-through to on-deck services), or they can be packaged as true applications (where campaign focused views allow direct content consumption outside of the browser).
search
A special PACE campaign can be activated that provides single key access to the preferred operator search provider (Google, Bing, Yahoo, etc.). Depending on need, the search provider can be fixed or user-selectable.
With the user's permission, PACE can also enhance search queries with handset location information from either Cell ID or GPS. For example, the term ‘Cinema’ can be automatically re-written as ‘Cinema near North Sydney, NSW, Australia’ a simple automated value added service that proves very useful in the field.
SMS driven campaigns
PACE campaigns can be downloaded to the device and their display triggered by an event such as the arrival of an SMS whose sender and content matches a pattern described in a rule.
The content of SMS messages matching a rule can also be parsed and elements of the message extracted and dynamically inserted into campaigns. These message ‘snippets’ can be persisted by the PACE client. This feature enables a rich set of value added campaigns to be created that take plain SMS messages, couples them with rich campaign interfaces and elevates them to the status of full fledged apps on the handset.
Importantly, since plain text is utilised, no specific targetting of messages is required on the part of the operator: handsets equipped with PACE see a value-added service driven by matching SMS content and those without PACE simply see the message in its original format.
Plain-text SMS triggered campaign ideas include:
- Bill and overdue payment notification.
- Pre-paid subscriber support.
- Public service announcements.
- Plan rollover notifications.
- New service alerts.
- Seasonal messaging.
premium sms
Premium SMS services provide a valuable contribution to non-voice data revenue for operators.
Building on the SMS capabilities described above, PACE campaigns that provide a call-to-participate in premium SMS services are easily created. Because templates can include pre-populated responses as well as SMS numbers, barriers to participation are effectively lowered whilst elevating the overall look-and-feel of premium SMS to that of a full blown app. Of course, campaign actions also include a STOP opt-out by default.
Using PACE rules, campaign display can easily be synchronized with a TV broadcast schedule.
For example, it is simple to create a coordinated series of campaigns that are shown before, during and after a live sporting event where a premium SMS based ‘man of the match’ competition is run. In-event premium SMS campaigns might include voting via premium SMS, with pre-populated player names in the response template used by PACE. After event campaign messaging might include results, prize details and a call-to-action to participate in a future campaign.
premium content promotion
In-field trials of the PACE service have shown that subscribers gravitate towards percieved high-value services including mobile video, mobile TV and music downloads.
Premium content packs make a significant contribution to operator revenue streams and typically include ‘bundled’ services such as unlimited YouTube, as a part of an otherwise bandwidth capped mobile-internet package.
PACE campaigns are effective at promoting subscriptions to these services and, from an operator perspective, are particularly valuable as premium content packages usually attract a recurring revenue stream.
clear benefits
The PACE client provides a simple means for operators to engage with their constituent subscribers after the handset point of sale. Operators can deploy a wide range of campaign types from brand promotion to information services to premium SMS as well as self-care solutions. These services are simple to create, manage and target and can work alongside existing messaging services and have a proven impact on consumer behaviour.