The two companies will combine to offer a turn-key service with Alcatel-Lucent providing the geo-fencing technology, while the location-based advertising technology is being powered by Placecast.<\/p>\n

\n

Apparently the service will operate as follows:<\/p>\n

\n
• Consumers opt-in to specific brands from whom they would like to receive advertisements.<\/li>\n
• Brands set up “geo-fences” around the particular zones where they would like to send ads. <\/li>\n
• The Alcatel-Lucent network infrastructure keeps track of the subscriber to see if they enter any of the geo-fenced areas.<\/li>\n
• When a subscriber enters a geo-fence zone, that information is sent to the Placecast platform<\/li>\n
• Upon receiving the location information, the Placecast server knows what brand the consumer has subscribed to, and so sends the appropriate advertising message.<\/li>\n<\/ul>\n

  Here are some screen shots of a demo <\/p>\n

  
  <\/p>\n

  This sort of advertising, where ads and coupons are pushed to your phone based on your location has been discussed – not always enthusiastically it must be said – for many years. Clearly if done right it could be a valuable service, bringing useful information and purchase incentives just when you need them. <\/p>\n

  But if done wrong, consumers might find it so intrusive that it sets the whole mobile marketing back a few years in terms of customer acceptance. The 100% opt-in process is a good start, but the entire service will have to be built around the goal of a great consumer experience in order for this type of advertising to become as successful.<\/p>\n

  It will be interesting to read about the early deployments of this new service to see what customers think.
  \n
  <\/p>\n

  Read the full press release<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

  Network equipment vendor Alcatel-Lucent has teamed up with location based advertising firm 1020 Placecast to bring a new, location-based advertising service to brands and mobile operators. The service will deliver targeted SMS and MMS ads to opt-in subscribers when they enter pre-defined location zones.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[21,16,3,24],"tags":[34,56,105],"_links":{"self":[{"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=\/wp\/v2\/posts\/3666"}],"collection":[{"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=3666"}],"version-history":[{"count":0,"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=\/wp\/v2\/posts\/3666\/revisions"}],"wp:attachment":[{"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=3666"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=3666"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=3666"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}