Oracle Debuts Mobile Marketing & Advertising Application

Oracle has announced the availability of Oracle Communications Marketing and Advertising, a new application that enables network operators to securely execute targeted mobile advertising and marketing campaigns based on subscribers’ demographic, usage and location information.

By unifying the network operator’s subscriber data and providing flexible campaign management tools, the application makes network operators more attractive business partners for advertisers and agencies, according to Oracle.

Product features include:

• Pre-built interfaces and pre-defined templates tailored for a variety of users including advertisers, ad agencies and publishers
• Self-service tools that empower advertisers to create campaigns and monitor their effectiveness, while providing network operators secure control over the use of network resources
• The ability to both “push” bulk messages to a large number of subscribers and to integrate advertising into “pull” messages – responses to subscriber interactions, such as text-message voting for a reality TV show
• Support for advertising delivery via short message service (SMS), multimedia messaging service (MMS) and Wireless Application Protocol (WAP) push

“Mobile marketing and advertising is expected to grow significantly in the next several years, and network operators need to stake their claim in this lucrative opportunity area. Oracle Communications Marketing and Advertising represents a significant step forward by enabling network operators to develop mobile advertising environments that attract advertisers and ensure their satisfaction,” said Shira Levine, directing analyst, next-gen OSS and policy, Infonetics.