Alca-Lu launches Optism mobile advertising solution

Alcatel-Lucent announced the launch of its Optism Mobile Advertising Solution, promising operators the tools to provide their advertiser partners with more efficient access to targeted audiences. Optism essentially positions Alca-Lu in a middleman role, brokering deals between carriers and brands with the assistance of advertising and mobile marketing professionals.

Alcatel-Lucent said the solution comprises a scalable, hosted platform that includes go-to-market support for operators alongside media sales and campaign management tools for advertisers. Campaigns are aggregated across multiple operators. Alcatel-Lucent Director of Marketing Lisa Ciangiulli told IDG News Service that operators can pay for the company's Optism platform and services by sharing revenues with Alca-Lu, thereby minimizing upfront investment and accelerating their entrance into the mobile ad segment.

Optism will rely on SMS and MMS to reach audiences. The solution incorporates permission and stated preference mechanisms to connect subscribers with relevant brands and offers--according to Ciangiulli, 81 percent of users between the ages of 13 and 17 find it extremely or very important that they be asked for permission before being sent ad messages, based on a worldwide study of teen subscribers conducted by Alcatel-Lucent last year.

The infrastructure giant's action on the mobile ad front comes amid significant activity in the space. Google is working to acquire AdMob in a bid to expand its advertising efforts in mobile, and iPhone giant Apple recently unveiled its own mobile advertising play--iAd--that relies on technology from its recent Quattro Wireless purchase.

For more on Optism:
- read this release

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