SAP Announces Contextual Marketing Platform Designed for Telcos

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First Industry-Specific Version of SAP hybris Marketing to Simplify and Supercharge Telco Customer Engagements

SAP today announced that the company plans to release enhancements to its SAP hybris Marketing solution, specifically designed to help communication service providers (CSPs) simplify their B2C and B2B customer engagements while improving the effectiveness of their marketing operations.

In February this year, hybris, an SAP company, launched a new marketing solution that unifies customer data into one centralized hub and allows companies to unleash the power of truly contextual marketing. Having real-time context-based data about individual customers and anonymous visitors enables brands to deliver contextual, consistent and relevant experiences throughout a customer journey, regardless of the marketing channel or device. Adding telco industry functionality to the SAP hybris Marketing solution sets a new standard for telco marketers, and is expected to improve their current marketing programs and open up new avenues to serve customers with relevant contextual marketing.

“We fully understand the strategic importance of contextual data to telcos, and are moving quickly to bring this groundbreaking solution to our customers,” said Rick Costanzo, executive vice president and general manager, Telco Industry and Mobile Solutions, SAP.

“I believe that context is one of the most important concepts in the Big Data conversation and has the power to transform massive amounts of customer data into one-to-one customer conversations. I am excited about the plan to offer this game-changing technology to telcos, which is expected to help them improve their bottom line by increasing their customer base.”

Real-time, 360-degree telco customer and prospect profiles

The SAP hybris Marketing solution uses real-time contextual data to continuously update a 360-degree profile of both identified customers and prospective customers. This dynamic profile spans what each customer has done in the past, what they might do in the future and what they are most interested in at any moment in time. Using powerful targeting tools, marketers can reach customers through one-to-one personalized campaigns on the Web site, via e-mail, or through digital display advertising. They can trigger a sales or service call or push messaging to mobile applications and devices. Campaigns can be automatically triggered by customer behaviors in real time, planned and scheduled by marketers or created ad hoc by marketers with a few mouse clicks. Because CSPs are in a constant battle to gain and retain customers, this type of insight, flexibility and agility can make the difference between surviving and thriving in today’s markets.

Open, integrated telco platform powered by the SAP HANA® platform

The telco-specific, enhanced functionality in the SAP hybris Marketing solution is planned to be tightly integrated with SAP Billing and Revenue Innovation Management solutions and the SAP Convergent Mediation application by DigitalRoute, which serve as foundations of the next-generation billing support software from SAP. Telco marketers are expected to be able to combine operational, network and customer billing data into one application, unleashing the power of truly contextual marketing. The telco version of SAP hybris Marketing is designed to enable CSPs to analyze, visualize and explore customer data at very high speed.

The SAP hybris Marketing solution, which is being developed on an open platform and will promote an open partner ecosystem, will be capable of being deployed in either cloud or on-premise software environments with prepackaged integrations from many leading marketing solutions partners.

The telco-specific version of the SAP hybris Marketing solution is expected to be available April 2015.

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