Telefónica plans to help brands improve their marketing strategies with a new AI-powered mobile app notification platform.

The solution uses patented Smart Notifications technology that enables advertisers to find the best time for a push notification based on an individual user’s receptiveness to it.

Receptiveness is assessed using data such as when they last had a call or text, the time of day and how much they are using their phone.

The technology springs from Telefónica’s in-house data science programme in Barcelona, which produced an award-winning algorithm capable of detecting human boredom through analysing a person’s mobile activity.

The analysis is completed on the smartphone itself, meaning that no sensitive user data is collected or kept by the operator’s servers.

It is aimed at organisations across verticals including retail, fashion, e-commerce, gaming, social media and entertainment industries, the Spain-based operator said.

The capability will also be offered both directly to developers through a downloadable SDK and integrated with a push notification solution from mobile marketing company Swrve.

David del Val, Director of Product Innovation at Telefónica said: “Brands need to become more relevant to capture the attention of its customers, and customers are hoping to receive less useless interruptions.

“Smart Notifications solves both issues by helping brands contact their customers at the right time, when the message is welcomed.”

Swrve CEO Christopher Dean added: “By using Smart Notifications alongside the full sophistication of Swrve’s interaction engine, new levels of engagement, loyalty and revenue are possible for enterprise organisations.”

Read more: Telefónica taps Tutela for mobile network data insights

More News

Iliad enters content game in France, finally launches Italian mobile business Iliad enters content game in France, finally launches Italian mobile business Iliad has acquired football rights in France and launched its opco in Italy as it looks to reboot after a disappointing set of financial results. More detail
Three UK appoints new CCO, CFO Three UK appoints new CCO, CFO The departure of Three UK's Chief Commercial Officer after just 18 months in the job has triggered a shake-up of the mobile operator's top team. More detail
TalkTalk to sell enterprise customer base to Daisy as it registers full-year loss TalkTalk to sell enterprise customer base to Daisy as it registers full-year loss TalkTalk has agreed to sell 80,000 business customers to rival Daisy Group in a £175 million deal. More detail
A1 Telekom Austria Group rebrand reaches Bulgaria A1 Telekom Austria Group rebrand reaches Bulgaria Bulgaria is the third A1 Telekom Austria Group opco to get rebranded as the telco looks to market itself as a provider of "advanced" IT, IoT, cloud and content services. More detail
Orange Business Services puts IoT to use on saving ships’ fuel costs Orange Business Services puts IoT to use on saving ships’ fuel costs Orange Business Services has expanded its work with Dobroflot by developing a customised IoT solution for the Russian fishing company. More detail
    

 

European Communications is now
Mobile Europe and European Communications

  

From June 2018, European Communications magazine 
has merged with its sister title Mobile Europe, into 
Mobile Europe and European Communications.

No more new content is being published on this site - 

for the latest news and features, please go to:
www.mobileeurope.co.uk 

 

@eurocomms