The principle of Moments
In July, O2UK launched a location-based loyalty and retention scheme offering its customers discounts and deals from 30 partners from the fashion, leisure and retail sectors. The launch builds on existing loyalty and location-marketing initiatives from O2, which is among the most advanced carriers in the world in terms of location.
Getting into position
Operators are renewing their enthusiasm for location as OTT players build their own means of accessing positional information on consumers. Marketing and advertising will be key, and success will be derived from expertise in context, content and customer relationship.
Moving target: Combining location, loyalty and advertising
Operators are renewing their enthusiasm for location as over the top players build their own means of accessing positional information on consumers. Marketing and advertising will be key and success will be derived from expertise in context, content and customer relationship.
eBay picks up mobile ad outfit Where
Online auction house eBay has agreed to acquire m-commerce and mobile advertising firm Where for an undisclosed sum. Based in Boston, US, Where runs a location-based mobile ad network, which should give eBay greater presence on a local level.
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