The telecom giant has now announced the creation of its new business called Axonix.
Telefónica has now unveiled its new Axonix company, which is a mobile marketing firm that has been developed through the financial backing of the telecom company itself, in addition to the affiliates of the GSO Capital Partners of Blackstone.
The company made the announcement of its new business by way of a recent press release.
That press release showed that Axonix is the very first mobile marketing exchange program that the operator has ever created and operated. Now, Telefónica and Blackstone’s GSO capital will be using this tech to help to carve out a new sector for itself. The release also explained that MobClix would be the technology that would be used for powering Axonix.
The analytics tool from MobClix will ensure that the mobile marketing will be measurable.
The MobClix tool is designed to be used for mobile apps. This is vital to being able to track and analyze the success of specific ads or of larger campaigns.
Telefónica’s current director of global advertising sales, Simon Birkenhead, has now been appointed as the Axonix chief executive, so he will soon be leaving his present role in order to move into the new one. The newly created company will have its own entirely new team of executive management. It will have global operations that will be headquartered in London.
Although Axonix will be a business that is run independently from Telefónica, the mobile operator said that the company will still be able to take advantage of the existing advertising industry expertise, its financial credibility, as well as the worldwide reach of the two shareholders behind it.
The Telefónica CEO of digital service and innovation, Stephen Shurrock, explained that “Axonix is created specifically for the mobile advertising industry, using technology with a four-year heritage in leading this market to offer a central destination for operator-enriched advertising inventory.” He also stated that the company is proud to be the first company of its kind to both own and power an exchange platform for mobile marketing. Shurrock feels that this is a clear demonstration of the company’s dedication to placing the spotlight on digital services as they convert themselves into a digital telecom.
Success in advertising over smartphones is beginning to require this vital component.
Although location based marketing may not be the entire issue when it comes to mobile, it is easily proving itself to be the most important factor over this channel, says a new report from Thinknear.
The company specializes in this area and is now claiming that it is vital to advertising success on smartphones.
General Manager Eli Portnoy of Thinknear, a mobile advertising firm that focuses on location based marketing, explained that “The phone is a portable device we carry in our pocket and is a part of what we are doing all day and every day. You have your phone with you when you are commuting, when you are at work, when you are seeing friends, when you go home. It’s ubiquitous. And you use it to interact with your world and what’s important to you.”
That said, Portnoy pointed out that many businesses forget how precise location based marketing can be.
He pointed out that many mobile marketing firms and advertisers forget that smartphones are an exceptionally portable device and that people take them along no matter where they go. This makes it possible for “very precise location capabilities.”
Using the geolocation technology that is built into the majority of smartphones, these days, can give companies the ability to better understand who their main customers actually are and what they typically do. This insight can be invaluable to being able to provide those consumers with just what they want, at the time that it is most relevant to them.
The main issue standing between companies and their ability to actually obtain accurate location data, which they can then use, is the same as the one standing in the way of the use of many other parts of the mobile marketing industry. While the technology is out there, it isn’t always possible to use it to capture the valuable data. Portnoy explained that “Users have to have their GPS on, give the app permission to use their location, have a clear line of sight to a GPS satellite, and so on.”
Therefore, not every impression will provide usable location based marketing data. However, there are ways around it and firms such as Thinknear appear to be able to help to provide strategies that will guide companies and show them the mobile ropes.
