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London, UK, November 15 2007 – Brasil Telecom, the first Brazilian operator to have offered converged fixed, mobile and broadband services, is deploying the Pontis Marketing Delivery Platform™ (MDP) to increase mobile service uptake in time for the busy Christmas holiday period. The operator chose the Pontis solution to provide subscribers with tailored bundles and marketing offers at the optimal time. The solution uses behaviour-based triggers to increase ARPU and mobile content adoption and usage.
Brasil Telecom currently has more than 3.7 million mobile subscribers and is the market leader in the provision of local and domestic long distance calls operating 8.1 million lines in the traditional fixed voice segment. It also has significant presence in the provision of Internet and data services to the corporate and consumer markets and a proclaimed strategy to become a leading player in the provision of converged multi-service offers. In early 2007 its mobile VAS marketing department embarked on a search to find a solution that would enable it to plan, execute and analyse the promotion of converged services in a manner that was tailored to the user’s preferences and behaviours.
Brasil Telecom launched a competitive tender process involving leading industry giants. The contract between Pontis and Brasil Telecom was secured using regional partner American Telecommunication Holdings S.A. and global partner Accenture to assist with the integration of the system, the first stage of which is to be deployed in time for the operator to launch a range of promotions over the busy Christmas and New Year season. According to Rafael Magdalena, VAS spokesperson from Brasil Telecom, “there was really only one solution that ticked all the boxes in terms of delivering personalised, flexible marketing offers based on the customer profile and behaviour. Up to this point we had been unable to create and deploy promotions in a timely fashion. The Pontis system means that we can respond quickly and effectively to the changing market and customer needs and plan and execute marketing promotions and bundles without the need to overhaul cumbersome and time-consuming legacy systems. We were also impressed by the ease and speed of deployment of the solution and the non-invasive integration methodology; a key factor in our decision-making”.
The initial contract is focused on promoting mobile prepaid, content, SMS and MMS services across a combination of channels including SMS, Wap, MMS, Web, email and mobile broadcast, using Business Templates™ provided by Pontis embedding marketing best practices such as “Buy 1-Get 1”, “Top-up Benefits”, “Cross Sell” and a sophisticated “Recommendation Module”. Subsequent plans include extending the system to help the operator increase its traction in additional multiplay domains.
The Marketing Success Program™ is an integral part of Pontis value proposition towards its client-operators. Pontis experts accompany Brasil Telecom marketing teams to derive maximum benefit for the system from assessment and planning to evaluation and analysis.
Roni Grosfeld, Pontis Director Latin America commented “Pontis is proud to be working with Brasil Telecom to enable them to optimize their marketing campaigns and to more effectively target the right customer with the right offer. The adoption of mobile data services offers huge opportunities in this market and the Marketing Delivery Platform™ will allow bundles and offers to be delivered that will drive revenue and, ultimately, improve customer loyalty.”
About Accenture
Accenture is a global management consulting, technology services and outsourcing company. Committed to delivering innovation, Accenture collaborates with clients to help them become high-performance businesses and governments. With deep industry and business process expertise, broad global resources and a proven track record, Accenture can mobilize the right people, skills and technologies to help clients improve their performance. With approximately 170,000 people in 49 countries, the company generated net revenues of US$19.70 billion for the fiscal year ended Aug. 31, 2007. Its homepage is www.accenture.com.
About American Telecommunication Holdings S.A.
Established in 1980, ATI operates, through its subsidiaries, in the value-added services and Systems Integration niche of the telecom industry in Latin American countries. It makes available to its clients from system platforms providing strategic revenue generating opportunities, to solutions that improve the administration of operational costs while introducing important efficiencies to telecom companies, including wire-line, wireless, cable and broadband internet operators. Due to its corporate alliances and highly specialized development centers, ATI has become the most complete and reliable integrated solutions provider for telecommunications Latin America.
ATI operates regionally with 12 offices in Latin America and 2 strategic offices in Europe. For more information about ATI, please visit www.atiholdings.com.
About Brasil Telecom
Brasil Telecom (www.brasiltelecom.com.br) is the first completely Brazilian telecommunications company to meet, in an integrated way, all market demands with converged solutions in fixed and mobile telephone services, voice and data transmission, national and international long distance services, data center services, as well as Internet access (broadband and dial-up).
The company provides local fixed and mobile telephone services in the Federal District and in the Brazilian states of Acre, Rondônia, Tocantins, Mato Grosso, Mato Grosso do Sul, Goiás, Parana, Santa Catarina and Rio Grande do Sul, as well as national and international long distance services all over the country with the dial code 14.
In addition, Brasil Telecom offers broadband Internet access (Turbo), with ADSL technology; 100% broadband content through its providers BrTurbo and BrTurbo Empresas; and wireless broadband Internet access (BrTurbo ASAS), with WiFi technology. The Internet providers iG and iBest are also part of the Brasil Telecom Group, which makes the company the largest Internet provider in Latin America.
Brasil Telecom has 8.1 million fixed lines in service and the second largest broadband access base in Latin America (1.5 million). In little more than two years, the numbers of mobile operation reached 3.7 million accesses. This performance surprised the global telecommunications market and it gave Brasil Telecom the first market share position among the "fourth entrant” telecommunications operators, in their markets.
Brasil Telecom S.A. was the first Brazilian fixed telephone operator (that resulted from the Telebrás privatization) to list ADRs (American Depositary Receipts representing preferred shares) on the New York Stock Exchange (NYSE) in 2001 (the holding was listed in 1998), and it was also the first company in the telecommunications field to join the Level 1 of Bovespa Corporate Governance, in 2002.
About Pontis
Pontis is the creator of the world’s first Marketing Delivery Platform™ that enables Mobile, TV, VoIP and multi-play communication service providers to target customers with personalized marketing offers on the fly. Pontis is dedicated to empowering communication service providers to provide customers with the optimal product offering and purchasing experience, while dramatically lowering costs and shortening time to market.
The Marketing Delivery Platform™ provides an end-to-end solution for marketers to engage their customers in real time, using the right offer and the right terms, at just the right time.
Giving communication service providers the ability to mix and match highly relevant offers based on real time user behaviour and triggers, significantly enhances all aspects of customer relationship management and genuinely impacts their ARPU, customer loyalty and lifetime value. To find out more about Pontis visit www.pontis.com.
Media Contacts:
Brasil Telecom
Berenice Menezes / Cintia Lima
Tel: +55 61 3415-9657
Pontis
Kirsten Scott / Tuesday Peckett
éclat Marketing
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