Real-time contextual offers dangle $47b earnings

Staff writer
26 Nov 2014

The vast majority of operator respondents expect real-time contextual offers sent to subscribers would increase global data revenues by 15% or $47 billion, according to a study by Openet.

Despite the scope of this lucrative opportunity, more than three quarters of operators surveyed (77%) believe that the majority of potential new revenue is wasted as a result of slow time to market for new offers.

Roughly the same numbers of operators (74%) believe the solution lies in creating, managing and updating offers from one central place – a move that is estimated to reduce current time to market by half.

In reaction to this market demand, Openet has launches its new Real-time Offer Management (RTOM) solution, which enables operators to instantly present contextually relevant and appropriate offers and promotions direct to subscribers’ devices in real-time.

RTOM can decide which offers to present to the subscriber, by first verifying their context across multiple control points. If the context is determined suitable, one or more offers can be sent.

The current uptake rate when upselling offers directly to a customer device is estimated to be 8% versus 14% with real-time contextual offers.

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