Hyderabad: WPP’s ‘connected consumer’ agency tenthavenue announced the completion of a new partnership with cloud communications telephony company, Ozonetel, to build the new version of Electra, the mobile marketing platform specifically catering for developing markets.
These services will be combined with WPP’s mobile marketing platform Electra to target the developing markets. Ozonetel currently works with clients such as Unilever, among others, for their marketing campaigns especially in rural India.
“It is a revenue sharing agreement and the company will pay us a fixed license fee to use our products,” said CSN Murthy, founder and CEO of Ozonetel.
“There are still 3.12 billion feature phones globally and yet most technologies focus on in-app advertising based eco-system for mobile. It’s for this reason, combined with the emergence of smartphone ad-blocking technologies, that there is a stronger demand for device ubiquitous mobile format,” said Sudipto Roy,CEO for emerging markets at tenthavenue, a group company of WPP which has developed Electra. “We are resolving that gap by improving Electra and embedding it with the ability to drive ‘value exchanges’ with the consumers.”
The new tenthavenue and Ozonetel partnership will create 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.
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. Current clients include fast growth companies Zomato and BigBasket, and the world’s second biggest advertiser, Unilever. Ozonetel was recently selected by as one of the ‘World’s Top 50 Marketing Technology Startups’ by Unilever’s Foundry program at Cannes Lions Innovation 2015.
