Gemalto's innovative Smart Message technology improves efficiency of mobile operator marketing campaigns in Brazil

Gemalto (Euronext NL0000400653 GTO), the world leader in digital security, is helping mobile operators in Brazil achieve greater efficiency in their mobile marketing campaigns using its innovative Smart Message solution versus traditional SMS campaigns. Gemalto's technology dramatically improves consumer engagement and satisfaction by enabling high-quality, real-time dialogue between cellular providers and their subscribers. In response to unprecedented customer adoption, Vivo, a leading mobile operator in Brazil, delivered millions of value-added mobile services in the past year using the Gemalto solution.

Smart Message campaigns are delivered directly to a device's idle screen, giving customers a choice to opt-in to receive messages that allow service discovery and subscription in just one click. Leveraging the power of the widely distributed SIM software, the Gemalto solution is compatible with 2G feature phones in addition to smartphones and tablets. It uses LinqUs Event Manager, an exclusive event management back-office software platform that detects changes in a subscriber's context such as roaming outside the wireless network coverage area or exceeding data plan limits so that the right services can be offered at the right time, tailored to each individual customer.

As an example, Vivo uses Gemalto's technology to send customers travelling outside Brazil a "Bon Voyage" Smart Message, prompting them to learn more about roaming plans or to dismiss the message. With one click, data plan options are displayed and subscribers can adopt the one best suited to their needs. The solution helped Vivo increase international roaming plan adoption by 300% in the first three months of availability, monetising a global roaming market that is expected to exceed $80 billion by 2017 [1]. For Vivo subscribers, it greatly simplifies the process of continuing mobile service in other countries and staying within budget. Other Smart Message campaigns enable customers to access a full variety of value-added services, ranging from prepaid service top-ups, to mobile learning and mobile health services, all in a quick and cost-effective manner, respecting their desire to control communications and ignore or opt-in to receive messages.

"This ability of Smart Message, when combined with the LinqUs Event Manager platform, to turn any mobile device - from very basic 2G phones to the latest tablets - into the primary real-time direct marketing medium is truly remarkable," said Rodrigo Serna, Senior Vice-President of Telecommunication for Gemalto Latin America. "We offer key assets to support mobile operators and brands in communicating with the world's six billion mobile users in one of the most interactive and personal ways one can think of."

1. Juniper Research, 3 October 2012.