Wataniya Telecom and Ericsson join

For the first time in Kuwait, Wataniya Telecom, Kuwait’s leading telecommunication company and Ericsson, the world’s leading provider of telecommunication services and equipment to operators, announced the launch of the mobile advertising service.

Wataniya Telecom has selected Ericsson to provide this innovative communication tool which can offer potential for advertisers, operators and end users alike by providing an offering that allows operators and media entities to reach consumers in a highly targeted way.

“The Mobile Advertising service is tailor made to advertisers to keep their customers informed with up-to-date and relevant information on special offers and promotions, and even chances to win prizes. People look for the best offers at the best places which is why Mobile Advertising  is the perfect advertising medium that caters to this specific need.” said Scott Gegenheimer, CEO & General Manager at Wataniya Telecom. 

On his part, Bo Erik, Head of Market Unit Middle East, Ericsson, said, “We are glad to partner with Wataniya in the provision of mobile advertising, which in turn, brings new opportunities for advertisers who get visibility in new channels. As the mobile market fosters the link between advertisers, consumers and operators, we are confident in the added value it delivers to the end-customer experience.”

In addition, through the mobile channel, Ericsson provides the players (i.e. the network provider, platform provider, media agency, advertising agency, advertisers/clients) in the mobile advertising value chain with the facility to deliver the exact content in the exact context to a target audience. Mobile marketing creates new revenue streams for network operators and advertising agencies, being integrated into different services. Hence, vendors of the rank of Ericsson are keen to tap on that potential by offering a cross-channel solution that enables both operators and media houses to reach consumers in a highly targeted way.

Mobile advertisements are interactive and customized to ensure their relevance to individual users; therefore, they are tailored to the user's age, gender and personal interests. The service is launched and operated under the name “Mobile Media”.

Signing up for the service is convenient and easy. Wataniya subscribers receive an SMS asking whether they would like to subscribe and answer 3 profile questions that will help advertisers understand customers better. This innovative service also allows the customers to cancel their subscription and therefore excludes them from receiving commercial messages at any time. Apart from the SMS, the subscribers can also subscribe via web, and can share more profile information such as interest, occupation, area of residence, nationality, language, gender, age etc.

Mobile Media subscribers are to be assured that they will receive relevant messages on promotions in Kuwait. The cross media connection between Internet advertising and mobile marketing will develop a new technological revolution. Advertising content will also span an array of formats including videos. Predictably, customers will benefit from a range of innovative services, the cost of which will be paid by the advertiser.