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Oi launches mobile marketing channel with Gemalto in Brazil

Brazilian mobile operator Oi has launched Gemalto's new SmartApp solution.

The mobile marketing channel is optimised for smartphones offering rich multimedia content to improve customer engagement and monetise the opt-in database. When paired with Gemalto's SIM-based LinqUs Mobile Engagement and Monetisation, Oi can now deliver multichannel campaigns to reach 100% of its customers, including those who use legacy and feature phones.

Brazil is the fifth largest smartphone market in the world, with an estimated user base of more than 89 million and growing at an annual rate of approximately 22%. Gemalto's SmartApp solution allows Oi to better engage with this rapidly expanding population via compelling multimedia campaigns.

The Gemalto solution enables rich media and an improved customer experience that increases up-sell, cross-sell and advertising success. In addition, it enables secure, one-click purchasing plus convenient campaigns conciliation for both operators and advertisers. As the deployment evolves, Oi can leverage HTML5 Hybrid for easy campaign editing, cost effective deployment and an interactive user experience offering videos, menus and compelling surveys that customers greatly prefer over traditional SMS.

Roberto Guenzburger, director of Mobility Products Retail at Oi, said: "The ability to deliver rich media content that inspires action has unlocked new opportunities to drive growth and attract new customers in the rapidly evolving Brazilian mobile marketplace."

"Smartphone adoption is exploding in Brazil, with mobile shopping apps increasing exponentially year-over-year," added Rodrigo Serna, President for Latin America at Gemalto. "The Gemalto SmartApp offers mobile operators an ideal solution to reach beyond their walled garden marketing channel to capture new revenue by engaging with consumers who demand exciting mobile content and value added services to enhance their digital lifestyles."

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