First Hop, the mobile service control expert, has launched its Intelligent Promotion Solution, and announced that it has already been deployed by five mobile operators in Europe and Asia. The Intelligent Service Promotion Solution gives mobile operators the ability to drive additional premium service revenues from its existing subscriber base. Operators can now identify cross-selling and up-selling opportunities and launch targeted or personalised usage-stimulating campaigns.

The Intelligent Promotion Solution will broaden the subscriber usage of premium rate services by highlighting to customers relevant new services, or associated complementary services based on the individual service usage history. The solution helps to convert infrequent VAS users into heavy users, or offer new, related service to already active VAS users.

The flexibility offered by the Intelligent Promotion Solution allows operators to design and launch highly targeted campaigns by leveraging the usage data warehouse and combining it with user profile information. Operators can supplant this knowledge by breaking down their subscriber database into specific customer segments. The solution gives the operator the ability to target the smallest niche group or even a single individual.

This intelligent approach will eliminate the negative experience customers feel when they receive spam from their operator or service provider. By developing campaigns that target specific segments with appropriate services and promotions the operators can avoid using the hit and miss tactics associated with mass marketing.

Timo T. Laaksonen, First Hop’s Chief Executive Officer, explained: “There is a lot of untapped potential to boost premium services revenues by active farming of the subscriber base. Intelligent, relevant and targeted promotion, based on individual usage patterns, give immediate business results.”

“To accomplish this efficiently, operators need the technology and analytics to match each subscriber segment with the most appropriate proposition. First Hop combines its expertise in developing service delivery platforms with best practices on mobile service promotion to help operators and content providers to continue to drive the value of their mobile services,” he concluded.

The First Hop Intelligent Promotion Solution covers the five essential building blocks for creating a successful formula for mobile marketing and promotions. Firstly, operators can leverage service and transaction data amongst their subscriber base to drill down onto service usage and identify potentially effective promotions. Secondly, the operator is equipped with the tools to segment, personalise and price the service with a high level of flexibility.

Thirdly, the campaign creation tools allow the operator to deliver relevant service offers or new service subscription types (such as try-and-buy or flat rate) to specific segments. This is followed up by the solution’s ability to handle the physical delivery of the campaign and apply the relevant content charging operations. Finally and probably one of the most vital features of the solution is that it gives the operator the ability to follow up campaign success. Armed with usage tracking capability and campaign reporting tools the operator can adjust the campaign with more relevant service offerings.

About First Hop
First Hop combines mobile service creation, multi-channel delivery, and business management into a single software product suite. Our mission is to drive the value of mobile services through personalisation, intelligent promotion, and multimedia control. First Hop Wireless Broker focuses on service control – the ability for operators and service providers to react to market trends by rapidly implementing new services or service bundles, new business models, subscription types, targeted campaigns, and advertising-funded services.

Founded in 1997, First Hop is privately held and headquartered in Helsinki, Finland, and with sales and support operations in the UK, Spain, United Arab Emirates, India, Singapore, Thailand, Malaysia, and Indonesia. First Hop is globally recognized for our mobile service control expertise, and our products have been chosen by more than 60 mobile operators, such as Vodafone, T-Mobile, and Telefonica.

For more information on First Hop, please visit www.firsthop.com