Optus’ parent SingTel has nabbed a mobile ads guru as it looks to expand its horizons into mobile ads.
 Click to enlarge |
SingTel has acquired Silicon Valley based Amobee, which it says is a “game-changer” for its mobile marketing operation and will to help advertisers better reach their target audience among its 400 million mobile customers.
Customers will also receive “relevant offers, rewards and promotions to customers” SingTel said in a statement, which it appears this will include Optus’ 9.42 million users in Australia.
However, Optus failed to respond when asked by SmartHouse whether this will mean its customers will be subject to a much larger volume of ads than currently.
However, it did say in its statement today: “SingTel already has advanced geo-localisation capabilities, as well as the means to empower customers to receive only relevant and customised offers and promotions catering to their needs and preferences while protecting their privacy.”
The purchase of U.S -based Amobee for US$321 million, described as a “premium provider of mobile advertising solutions” will help SingTel capture growth in the fast-growing mobile advertising space, it said in a statement today.
Beyond mobile advertising, there are opportunities to include targeted deals and coupons, as well as loyalty rewards programmes for customers through banner ads.
SingTel has grand plans to become not only the leading mobile advertising company in the Asia Pacific, but also among the top three worldwide.
This comes as Singapore based SingTel also announced a “bold” organisation restructure into three new units – Consumer, Digital L!ife and Information Communication Technology (ICT).
Optus CEO, Paul Sullivan, will lead the consumer group, which aims to become provider of next-gen communication, infotainment and technology services to consumers and SMBs across Asia Pacific. Sullivan will continue to be head of Optus.
The move which takes effect on 1st of April will also reinvent SingTel’s core carriage business and drive growth, the company said today.
Digital L!fe, headed by Allen Lew will focus on ecommerce, NextGen TV and Concierge and HyperLocal service while the ICT group which brings together all enterprise-related business units and will focus on providing ICT solutions to serve enterprise customers.
“SingTel has a long history of quietly, but successfully, making bold and industry-shaping investments. We now see some of the largest and most exciting opportunities that have ever existed in this industry,” Ms Chua Sock Koong, SingTel Group CEO, said today.
Of the Amobee purchase, Mr Allen Lew, CEO Group Digital L!fe (designate), said: “The mobile advertising market is nascent and has significant potential for mobile operators, who are able to provide differentiated solutions across smartphones and feature phones, giving brands a better return on their marketing spend.
“We want to capture that growth in developed and emerging markets, starting with this acquisition.”
SingTel will partner Amobee to build a independent company and the Silicon Valley based management team will remain in active control of the company.
Amobee CEO, Trevor Healy, said his company was “delighted” to partner SingTel to continue our leadership in mobile advertising.
“By leveraging each other’s strengths, we will be able to advance the industry on a global scale at a faster pace.”
The transaction is subject to certain conditions precedent, including satisfying regulatory requirements, and is expected to be completed before June.
