Yankee Group:

“The issue of better managing customer marketing and retention is getting through to the operators after many years of focusing almost solely on land-grab tactics for acquisition. The ability to tailor promotions and retention to customers requirements and usage is immensely valuable, as is the capacity to do so across multiple platforms. As we move to a multi-platform world operators will be able to demonstrate additional value through these cross-promotion activities. This allows them to offer increasingly valuable and tangible loyalty schemes above and beyond the traditional devices and bundled minutes/SMS”.

Matt Hatton
Program Manager - Wireless Research EMEA
Yankee Group

“Pontis has a strong proposition for service providers undergoing the DNA change from a single-discipline service provider to a provider of multi-services, and particularly providers engaged in service convergence. Cross-service incentives and targeted promotion creation are likely to become the real arts of mobile marketing tomorrow. Amid the current multi-service confusion, it's good to see a vendor step forward with a solution which will genuinely improve, as well as simplify, the customer targeting process”.

Emma Mohr-McClune
Principal Analyst, Wireless Services Europe
Current Analysis

“Marketing is just like any business process, it has to be planned, executed, controlled and the results tested against the plan.  Like any other process, the more this can be automated, the more efficiently it can be undertaken, and this is particularly important in the fast changing world of telecommunications.  Here new services are being created, trialled, turned into commercial successes or scrapped due to apparent failure at a rapid rate.  Closing the marketing loop to capitalise on success and steer away from failure is becoming ever more important.  Operators and service providers have strong experience at running networks and bringing in new subscribers, but little at managing the customer marketing lifecycle.  They then lose out by not being able to offer the right products and services to maximise ARPU, and finally as the customer churns to another supplier.  Products that fully support the operator through the marketing process, providing efficiency and timeliness to marketing programs, and offering guidance to best practice fill that gap, and give operators the tools they need to nurture and grow revenues as they then can properly manage their existing customer relationships”.

Rob Bamforth
Principal Analyst, Service Provision and Mobility
Quocirca Ltd