An AMEinfo exclusive
Research shows that a 5% increase in customer retention rate can increase profits by between 25% and 95% for a mobile carrier.
Mid last August, InMobi, a leading global provider of marketing and monetization technologies, announced the debut of InMobi Telco, a new suite of offerings that enable mobile operators to deliver and monetize compelling content assets, improve their subscribers’ experience and grow their businesses.
InMobi Telco marks the company’s global expansion into the enterprise telecommunications industry in line with its mandate to connect businesses with consumers through intelligent, mobile-first solutions.
Chief among InMobi’s new solutions is Swish, a unique home screen concierge for consumers, helping them discover content and dynamically adapting to their preferences as they scroll.
The company said Swish monetizes engagement to provide new revenue streams while attracting and retaining more customers for telcos.
“Mobile operators and handset manufacturers are under pressure to deliver the best on-device experience and InMobi’s customized apps help increase user engagement with retention strategies that support growth and activate new revenue streams,” said Chandrashekhar Vattikuti, Senior Vice President, InMobi Telco following the launch.
In an exclusive interview with Chandrashekhar, AMEinfo discussed how InMobi uses these engagement-led monetization techniques.
1- Of InMobi’s suite of offerings for companies, what are the top 3 in demand?
There are potentially many ways to measure which product or feature might be most popular, but I have selected just a few to highlight right now:
Firstly, programmatic and private marketplaces have transformed how we buy and sell advertising online. The former has given brands and agencies access to media in an instant, aka real-time access. As for the latter, private marketplaces have allowed publishers to translate the relationships and preferred deals they had in the old world of manual trading into a more automated system.
Secondly, branding campaigns are ever more common on mobiles and in programmatic. Naturally, measuring brand lift accurately becomes ever more important. Traditionally, this was where online faced challenges versus legacy media, but InMobi’s Pulse product provides a flexible, robust solution to branding measurement.
And thirdly, in a world with so many different screens and formats – and where creative is still paramount – InMobi’s Creative Studio is a tool that all types and sizes of agencies and brands make use of.
2- What prompted the move to mobile operators?
We believe we created an engine that helps publishers effectively monetize their audiences and, in our evolution, we saw an opportunity to deliver enterprise-level solutions by industry. Telco is our first verticalized offering, but we intend to launch a retail offering soon. Telco was crafted based on the strong appetite in the industry for such solutions.
3- What monetization gaps did you find in telco services that your services can now provide?
The opportunity we noticed is really in offering more personalized, useful apps and services that can increase consumer satisfaction. Those services also can be monetized via advertising. Telcos haven’t traditionally had the depth and resources in place to produce, continually update, and then monetize on such apps. This is our focus and we are aiming to assist with this.
4- What are Swish services to telco end-users?
The Swish consumer experiences include a host of frictionless options from Swish Unbox, which enhances user onboarding, but also inspirational content via Swish Folders and Swish Explore, native browsing with Swish web and personalized engagement with Swish.Me.
These Swish consumer experiences provide InMobi with unique, owned, and operated inventory on mobile devices that it exclusively sells in order to help advertisers drive meaningful connections with consumers.
5- How does InMobi Telco help translate better App engagement strategies?
Telcos have generally not had access to content and apps usage behavioral data for users. With InMobi Telco bringing them their own useful and personalized apps, this is now changing. The behavioral information obtained from users of these apps creates potential revenue opportunities around advertising within those environments. Also, they help create a better understanding of that data, in a privacy compliant and secure way, to develop new consumer products and apps based on those learnings.
6- What is the cost to Telcos for subscribing to and using InMobi Telco? Will that cost be transferred to end-users?
There is no upfront cost to the telco, nor is there any cost to the user.
7- Do your apps include payment gateways or are they free to end-users?
The consumer apps are all free to users.