November 7th, 2009

Gartner: Context Awareness Drives New Revenue

By Alon Werber - VP Marketing & Business Development

We were proud to be selected “Cool Vendor” by Gartner last March, and are also very honored to be mentioned in its very significant context-aware research.

First Pontis was mentioned in “Context Aware Computing: Improving the Customer Experience research under the “Promoting Product and Brand” section:

“By 2013, half of all CSP marketing offers will be based on some type of context-aware data. Information about user context is of interest to companies wanting to interact with their customers. These companies include CSPs themselves and other parties that could use some of the contextual knowledge that CSPs have at their disposal. Unlike some of the other uses for contextual information, activities in the area of marketing offers do not require the consumer to be prepared to pay. Those companies already trying activities in this area seem enthusiastic, and we expect this to be one of the more popular areas of context-aware services with CSPs.

The Pontis system has been implemented by 20 wireless and TV operators. A Tier 1 European mobile operator, which uses the system to reduce the churn and increase the ARPU in its prepaid customer base, reports an average takeup rate of 10% for offers made and a more than 7% increase in ARPU across its prepaid base, resulting in a sales increase of millions of Euros per month as compared with a control group”.

Pontis was also covered in the “Context-Aware Services Present Consumer Market Opportunities to Communications Service Providers” research under the “Marketing Offer Execution” section:

“Content that is relevant and impactful (at the right time and in the right place) can mean the difference between a consumer leaving a site or interacting. Analysis of the customer while on a website can open up big selling opportunities. When a system runs real-time analysis of buying behavior and customer profiles (such as fraud and credit risk, profitability, buying history and demographics), and correlates this with business rules regarding appropriate products and services for sale, the results can be dramatic. In the telecommunications arena, software companies such as Pontis show that this context awareness can drive new revenue”.