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Tenthavenue, Ozonetel to Foster market mobile marketing platform ‘Electra’


tenthavenue, home to WPP’s ‘connected consumer’ agencies announces its strategic alliance with cloud communications telephony company, Ozonetel, to build the new version of Electra, the mobile marketing platform specifically catering for developing markets.

The new tenthavenue and Ozonetel partnership sees the development of new features and improved capabilities on top of the existing Electra platform – a single technology stack through which advertisers can deliver mobile asset formats through USSD, SMS, Interactive Voice Response and compressed video routes across 150 countries.

Combining the Electra platform capabilities with Ozonetel technology means that brands can utilise enhanced mobile marketing capabilities including:

  • Measurement of consumer behaviour and engagement levels in real time for a more comprehensive understanding of what content will work
  • Consolidation and delivery of value exchange mechanisms, such as mobile airtime and talk-time top-ups to consumers
  • The delivery of personalised content and messaging to the consumer through an advanced logic engine
  • Multiple enterprise communication models to scale the offering to across all brands and categories of a company

Commenting on the new alliance, Anurag Banerjee, Growth Advisor for Ozonetel asserted, “We are a product centric company, much like Hubspot and our solutions enable hundreds of companies to manage personalized communications with their customers. We are excited to now extend this support to WPP clients.”

The deal will also allow tenthavenue to integrate new messaging pipes to work with Electra to create new media distribution products moving forward.

‘This deal is an incredible leap forward for brands operating in developing markets who understand the value in reaching consumers with optimal personalised content. The partnership with Ozonetel aligns with tenthavenue’s investment in TMARC in January 2014, the leading USSD mobile platform in South Africa. It reflects our vision of driving personalised communications of value to the consumer, and elevates the tenthavenue proposition across Asia, Africa and very soon, LatAm’ adds Rupert Day, Global CEO for tenthavenue.

The Ozonetel technology platform underpins more than 1000 enterprise customers globally, providing clients with a single entry to connect with over 4 billion addressable connections through 226 Telecom Operators.

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Niloy Banerjee

A generic movie-buff, passionate and professional with print journalism, serving editorial verticals on Technical and B2B segments, crude rover and writer on business happenings, spare time playing physical and digital forms of games; a love with philosophy is perennial as trying to archive pebbles from the ocean of literature. Lastly, a connoisseur in making and eating palatable cuisines.

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