Vserv retools itself for ‘smart data’ era
By Digital News Asia October 22, 2014
- Claims 5x higher customer conversion rate with smart data
- Inks partnerships with key telcos across emerging markets
MOBILE marketing platform Vserv has announced a new direction, new partnerships and a new brand identity to harness what it described as ‘smart data.’
In a statement, Vserv said it would augment user profiles by connecting them with multiple sources like telcos, apps, offline partners and data management platforms (DMPs).
Through its proprietary algorithm and more than 500 million unique user profiles, Vserv creates actionable user personas and identifies intent signals in real-time, the company claimed.
With data on over 50% of the mobile internet users across emerging markets, it said it was empowering marketers, app developers, telcos and data providers to derive sharper results (click infographic to view in full).
In a test campaign integrated with Vserv Smart Data, a leading mobile top-up company witnessed a fivefold increase in conversion rate, Vserv claimed.
It also said it has signed partnerships with key telcos in emerging markets such as Vodafone, Airtel, Aircel, Globe, Mobifone, and Robi Axiata.
“The businesses of tomorrow will all operate on the simple premise of data – and the smarter that data is, the sharper the results will be,” said Vserv chief executive officer and cofounder Dippak Khurana.
“We estimate the smart data opportunity entailing e-commerce, in-app purchases, mobile operators and mobile advertising to be a US$260 billion industry currently, across emerging markets alone.
“Vserv is uniquely positioned to spearhead this revolution and our aim is to have 1.2 billion unique user profiles by 2016,” he added.
Current mobile advertisement (ad) systems expose most ads to people with little to no interest. With smart data, Vserv combines user personas with real-time intent signals to show the most relevant ads to users, the company claimed.
Vserv Smart Data will enable marketers to drive better results, telcos to benefit from increased ARPU (average revenue per user), and app developers to provide relevant ads.
On the other hand, data partners will generate more revenue as Vserv will connect their valuable data with Vserv Smart Data for scalable data monetisation opportunities, the company added.
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