Claro Brazil Partners with Velti, Leveraging its mGage Technology to Promote Language Learning via Mobile
Mobile Campaign Drives +3,000% Increase in Course Participation
SAN FRANCISCO--(BUSINESS WIRE)-- Claro Brazil, part of the largest telecom group in Latin America, has partnered with Velti (NAS: VELT) , the leading global provider of mobile marketing and advertising technology, to drive participation in its "Claro Línguas Muda sua Vida" ("Change Your Life") language course program that offers users an opportunity to learn English via their mobile phones.
Designed to promote a new generation of services to Claro's 63.5 million mobile customers, Velti's mobile marketing campaign in the Brazilian market has already recruited more than 2 million people into the program, from an initial base of 60,000, in less than 3 months.
Using Velti's knowledge and expertise in mobile loyalty and customer retention, Claro leveraged the mGage technology platform to plan, manage and optimize a mobile campaign to drive user engagement through a series of innovative touch points.
As the world's fourth largest1 mobile market with over 260 million active mobile connections, Brazil is defined by increasing mobility and adoption of mobile technologies in areas including mCommerce, mHealth and mEducation. As an example of how mobile can propel possibilities in education, Velti and Claro increased consumer awareness in the Claro Línguas language course and converted subscribers into active course participants.
Commenting on the partnership, Rafael Lunes, VAS Manager at Claro said: "Being successful in Brazil's mobile market today is increasingly dependent on new ideas and creativity. As part of our focus on growing value-added services and revenue from new sources, we wanted to strengthen our customer offering in ways that would help to drive engagement and end-user loyalty. The innovation that Velti has delivered as part of the campaign around Claro Línguas language courses has proved it is still possible to create fresh opportunities in a saturated market, and, as a result, we are now benefitting from both the promotional campaign as well as the uplift in course participants."
As a measure of the positive response by Claro's mobile users, the campaign has generated more than 18 million individual interactions so far. Much of the value in the campaign's approach was due to Velti's deep understanding of the most effective ways to engage audiences on mobile, combining the incentive of learning a new language with the possibility to win prizes, while also using an element of fun to generate customer interest.
Menelaos Scouloudis, CCO at Velti said: "As one of the largest and fastest growing mobile markets in the world, Brazil represents an important focus for Velti. We have taken a first step in unlocking the untapped mobile opportunity in Brazil by bringing our in-depth understanding of mobile and marketing expertise to the country. Through our work with Claro Brazil, we have already shown the operator community and other content owners in this market that the mobile channel offers huge potential to engage with users in new ways and to open up new revenue paths to power their business."
Launched in August 2012, Velti's 90-day campaign ran in parallel with Claro Línguas' message-based English language courses, which are available to Claro customers from R$1.99 per week. As well as increasing the number of course participants exponentially, Velti has helped to open up the possibility of learning English to millions of mobile users in Brazil, giving them valuable skills in an increasingly globalized world. Due to the success from the initial campaign, Claro Línguas will continue and is expected to run through May 2013.
Velti works with over 90 operators in four continents and has implemented campaigns for sixteen of the twenty largest mobile operators worldwide. For more information on how Velti can help mobile operators with large-scale promotions, visit http://www.velti.com/operators-enterprise.html.
Velti is the leading global provider of mobile marketing and advertising technology and solutions that enable brands, advertising agencies, mobile operators and media to implement highly targeted, interactive and measurable campaigns by communicating with and engaging consumers via their mobile devices. The Velti platform, called Velti mGageTM, allows customers to use mobile and traditional media to reach targeted consumers, engage the consumer through the mobile Internet and applications, convert them into customers and continue to actively manage the relationship through the mobile channel. Velti is a publicly-held corporation based in Jersey, and trades on the NASDAQ Global Select Market under the symbol VELT. For more information, visit www.velti.com.
Claro is a leading wireless carrier in Brazil, it operates nationally and currently serves more than 63 million customers. Claro is a leader in the offering of innovative content and services, in addition to digital infrastructure and coverage with GSM and 3G Max technology for more than 3.600 cities in Brazil. The carrier has roaming agreements in 160 countries for voice services and 140 countries for data services. Claro is controlled by América Móvil, one of the three largest wireless telecommunications groups in the world.
In the corporate responsibility area, Claro maintains the Institute Claro, which aims to structure its social investment and encourage the use of new technologies in education.
More information about Claro: www.claro.com.br/imprensa.
1 GSMA Report on Brazil's mobile sector, 9 Oct, 2012
Velti PR Contact:
SutherlandGold Group for Velti
Victoria Krammen, 415-848-7178
KEYWORDS: United States Brazil North America South America California
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