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Alcatel-Lucent announces software platform that lets mobile operators capitalize on the increasing demand for mobile content shopping


Alcatel-Lucent (Euronext Paris and NYSE: ALU) today announced the availability of the enhanced Alcatel-Lucent 5965 Mobile Content Platform, a powerful software platform that changes the way mobile content is delivered to mobile phone users. With the new release, operators can create a personalized mobile shopping experience for targeted subscriber segments based on individual interests and behaviour, and improve the overall quality of their service with expert content management, merchandizing and delivery of mobile advertising and entertainment. The Alcatel-Lucent 5965 Mobile Content Platform gives operators the tools needed to create a simplified one-stop shop for mobile content, providing the integrated shopping experience subscribers are looking for.

Today, mobile content is typically sorted by content type rather than by brand, requiring subscribers to search through multiple levels of menus to find the content they want to buy. For example, a subscriber interested in purchasing content relating to U2 or another favourite music group or artist, would likely visit their operator’s portal and see a ringtones menu, a graphics menu and a video menu and have to navigate each one separately. Alternatively, subscribers could shop at other mobile web sites (off portal). At no time, however would subscribers be able to see everything relating to U2 or their preferred artist. In addition the operator may not be able to capture a record of their buying preferences.

With the Alcatel-Lucent 5965 Mobile Content Platform, this dynamic changes, and operator’s existing content systems (e.g. video, music, games, etc.) can be used to drive marketing campaigns and gain the intelligence to help them sell more. For the end user, the ability of the operator to support content both on and off their network, enables the subscriber to quickly see the content and brands they care about regardless of content type or where it is hosted. In addition, the operator can track purchases and based on that intelligence send targeted advertisements or special offers for related entertainment or brand specific promotions such as buy one get one free or earn a free ringtone.

The Alcatel-Lucent 5965 Mobile Content Platform is a software platform that can be added to mobile networks without replacing existing content systems enabling operators to quickly begin delivering revenue-generating new services.

“The mobile phone is a highly personal communication channel. This goes beyond simple advertising. It is this kind of relevant, interactive experience that brands want and subscribers appreciate,” said Scott Ellison, VP Consumer Mobile Research at IDC. “This release offers new opportunities for operators to turn their content investment into a profitable revenue stream through higher subscriber usage and brand revenue.”

Today’s product announcement also coincides with the release of new user survey data from The Worldwide Lab at Alcatel-Lucent, a primary research program designed to understand the preferences of teens and young adults. The new survey data highlights growing market demand from the Internet generation for personalized advertising and awareness campaigns that deliver relevant content.

“Our research has shown that teens and young adults want to find and interact with the brands they care about,” said Margaret Norton, Vice President of Mobile Content Platforms at Alcatel-Lucent. “Subscribers continue to be surprised at the lack of visible, relevant brands on their mobiles. They want to be marketed to as they are on the Internet, at the mall and on TV. With the new release of the Alcatel-Lucent 5965 Mobile Content Platform, mobile operators can take advantage of this market demand and revenue opportunity.”

In addition to its orchestration capability, the Alcatel-Lucent 5965 Mobile Content Platform includes a set of tools that can be used across existing content components from marketing to delivery. For example, if an operator has a video server but needs the most current solution for Digital Rights Management (DRM), the Alcatel-Lucent 5965 Mobile Content Platform can supply it.


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