Adapt | Overview
Mobile operators today are facing many issues that are impacting all facets of the business but none more so that
the marketing teams and their efforts to trial new messaging services. There is no question that many networks have
evolved more by accident than design and as a result of the technical challenges, marketing teams are handcuffed by
their inability to trial new perishable messaging services.
Not withstanding the technical challenges there is also a marketing issue; operators are failing in their ability to
understand their customers and prospects and as a result are reacting to markets instead of being proactive and shaping
the market.
Since Jerome McCarthy pioneered the Four Ps (Product, Price, Place, and Promotion) in the 1950s, this marketing methodology
has become the bedrock upon which global marketing was built. Aside from cyclical blips the world has witnessed unprecedented
growth, technological advancement (the Internet and Mobile Telephony) and increased shareholder value.
The arrival of the Internet heralded new disruptive technologies none more so than VoIP. In a matter of 10 years, the world where
the marketer controlled the distribution channel was all but gone and in its place was a world that was composed of multiple
communities demanding richer contact in a permanently connected environment.
The challenge for the mobile operator as the move to IMS beckons is that they no longer have the same level of control over the
distribution channel (place). The result is the other Ps, product, price and promotion will also be ceded control of, to a multiple
layer of lower cost media companies.
The challenge facing mobile operators is to continue the marketing segmentation and continue to build detailed segmentation maps of
their ever fragmenting customer base. The key to success is to harness the new breed of trusted third party developers that are
strategically placed, to develop and to deliver perishable new services. The hurdle is that trialing of new perishable services is an
engineering nightmare and requires an inordinate amount of engineering resources and time, resources and time that are already in scarce
supply.
Standing firm in our belief that we the messaging experts, Openmind Networks engineered and built a platform that frees the engineering resources to concentrate
on their core duties and permits the marketing teams to trial, deploy and launch a continuous stream of profitable and sticky new services.
Adapt provides an open API that allows control of message flows and routing to be passed to a third party application and is proven to lead to rapid take
up of new products, the creation of new revenue streams, and the retention of subscribers who are keen to access exciting new services.