Ericsson and software provider Opera have joined forces to deliver mobile marketing services for operators.

The two vendors said the aim was to target mobile subscribers with in-session offers and adverts from their network providers while they are browsing online.

The collaboration will enable mobile operators to better monetise their content by bringing it “back in front of their customers,” according to Opera.

The solution combines Opera’s cross-platform Rocket Marketer engine, which uses subscriber data to deliver targeted in-session content, with Ericsson’s end-to-end Media Delivery Network.

Ove Anebygd, VP and Head of Solution Area Media at Ericsson, commented: “Right now operators face the real challenge of generating sustainable business growth as network traffic scales rapidly and new internet-based apps erode some of the traditional consumer services they provided.

“This partnership really enhances the Ericsson Media Delivery Network solution as part of our MDN Connect framework, enabling our operator customers to deploy new services, and grow new revenues through leveraging the wider Opera ecosystem and browser-based capabilities on consumer devices.”

[Read more: Ericsson reveals 2,200 jobs to go in cost-saving plan]

The cloud-based offering is NFV ready, Opera said, meaning it can be scaled and deployed quickly. It will also leverage Opera’s Mediaworks advertising platform to further drive monetisation for operators.

Opera CEO Lars Boilesen commented: “The collaboration integrating our new Rocket Platform into the Ericsson Media Delivery Network allows operators to interact with their customers in a highly targeted manner, providing offers, promotions and recommendations advantageous to both.”

[Watch: European Communications CMO of the Year awards evening]

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