Featuring Asia’s First Permission-Based Mobile Advertising Model
Kuala Lumpur, 22 June 2010
Vienna, Kuala Lumpur and Singapore - Maxis Berhad (‘Maxis’), Malaysia’s leading integrated communications provider, and Out There Media, a global leader in mobile advertising, today announced the launch of their joint Mobile Advertising business in Malaysia.
The highlight of the new offering is “myDeals”, a next generation Permission-Based Mobile Advertising program for opt-in customers, operating in Asia for the first time. With the anticipation that Malaysia will have 42.5 million mobile subscribers by 2014 , the mobile platform continues to offer a wider landscape of opportunity in every area of service, convenience and access. As more Malaysians embrace new media experiences, and as companies continue to engage their audiences in ways that feel more personal to them - the time is ripe for a new service which builds on mobile channel innovation to better connect goods and services with those who need and want them most.
At the launch of myDeals, a number of well-known brands have already signed up in order to roll out campaigns targeting the programme’s opt-in customer base. These companies are the launch partners of the new offering and they include BMW, Malaysia Airlines, Colgate-Palmolive and Panasonic.
Said Maxis’ Chief Operating Officer Jean-Pascal van Overbeke,”This takes the mobile platform to the next stage of its evolution into providing greater personalisation together with wider connection. Maxis is in the business of connecting people, in a way that helps them to work better, play better and make the most of what innovation and relevant information can provide. Our strategic partnership with Out There Media, introduces an advertising channel with benefits for brands and for an increasingly discerning populace who have the right to demand that their interests and preferences be noticed and served.”
“The good news for merchants who are sensitive to this, is that myDeals is a complete service, serving the Out There Media mobile advertising marketplace technology over Maxis’ modernised network, with the combined consultancy services of both partners when it comes to a tailored direct mobile marketing solution. Opt-in customers will also receive the additional benefit of automatic accumulation of rewards points, as part of Maxis’ usual practice of adding integrated value. Maxis is committed to the future of mobile commerce and to increasing commercial dialogue taking place in Malaysia and the wider economic landscape for the benefit of all participants. We look forward to offering integrated advertising services over seamless networking of mobile, wireless and residential broadband, and IPTV access.”
Kerstin Trikalitis, Chief Executive Officer of Out There Media, commented: “Our collaboration with Maxis in Malaysia signals not only a valuable partnership for us, but also the launch of a next-generation paradigm in Mobile Advertising on a global scale. We are delighted to have such important companies among our launch partners, and we are confident that the advertising community will make the most of the enormous capabilities that we are in the unique position to offer them. Together with Maxis, we are looking forward to starting a new chapter in mobile advertising in Malaysia.”
Through the myDeals Mobile Advertising platform, Maxis and Out There Media are creating an opt-in audience of Malaysian consumer profiles across the operator’s entire subscriber base. With 12.7 million subscribers, 6.4 million of whom are mobile data users , the partnership gives more customers the choice of whether to receive the most current brand and product news, offers, and promotions right away and right into their hands – as well as giving brands and media agencies in Malaysia and across the region, a highly cost-effective, engaging, direct and measurable advertising medium.
myDeals offers the most targeted and advanced Mobile Advertising proposition that builds on subscribers’ profiles, interests and preferences. It serves relevant mobile advertisements in return for incentives in the form of loyalty points that can be redeemed against Maxis products and services. It also features Dialogue Messaging, a function that gives advertisers the unique capability to engage their target consumers, start a meaningful dialogue with them, and better understand their needs and preferences.
The new offering is part of a wider agreement, through which Out There Media and Maxis will offer targeted SMS and MMS campaigns, as well as mobile portal advertisements through Mobucks™, Out There Media’s multi-channel Mobile Advertising marketplace technology. Maxis’ partnership with Out There Media brings together the latter’s expertise in monetisation, sales, business development and operations support in the growing area of Mobile Advertising - with the former’s experience and commitment to integrated offerings in the areas of home automation, health, money, security, business, education, shopping, travel, entertainment, networking and navigation.
It is anticipated that the audience of Maxis and Hotlink customers who have opted into myDeals since registration commenced only weeks prior, will grow continuously along with the increase in use of mobile devices to perform more functions. Meanwhile, more brands and merchants will take advantage of mobile penetration and its integration into lifestyle choices to differentiate from competition, acquire loyal customers, and track success, leading to more tailored campaigns.
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About Maxis Berhad
Maxis Berhad with its consolidated subsidiaries (together, ‘Maxis’) is the leading integrated communications provider in Malaysia with 12.7 million mobile subscriptions as of 31 March 2010. Since 1995, Maxis’ Malaysian business has been providing a full suite of communication services on multiple platforms to satisfy the needs of individual consumers, small and medium enterprises, and large corporations in Malaysia.
Maxis has pioneered and led the Malaysian market in providing innovative mobile products and services. It was the first to launch 3G services, Maxis3G, in March 2005. In September 2006 it was among the world’s first to use HSDPA, a high-speed upgrade of the 3G network. In December 2009 it was first to introduce to Malaysia, HSPA+, the latest advancement in 3G/HSPA network capabilities, to further enhance its wireless broadband services. It was also the first telecommunication service provider to bring the BlackBerry™ and Apple iPhone™ smart phones to Malaysia. The company in April 2009 unveiled the first-in-the-world commercial near field communication service, which enables customers to use their phones for wave and pay transactions.
Maxis’ growth and strong track record of enabling innovation, excellent customer experience and value to stakeholders have won the company numerous awards over the years which include Asian Mobile Operator of the Year by the Asian Mobile News Award in 2008 and Mobile Data Service Provider of the Year (Malaysia) by Frost & Sullivan in 2009. Maxis Berhad listed in late 2009 in a successful IPO that was ranked as the largest ever in Malaysia and Southeast Asia, raising RM11.2 billion. The IPO was awarded Deal of the Year for 2009 by Finance Asia.
Maxis’ vision is to bring advanced communications services to enrich its customers’ lives and businesses, in a manner that is simple and personalised, by efficiently and creatively harnessing leading edge technology, and delivering a brand of service experience that is reliable and enchanting.
For more information, please visit: www.maxis.com.my
About Out There Media:
Out There Media is an international leader in Mobile Advertising. The company is headquartered in Vienna and has subsidiaries in Dusseldorf, Singapore, Moscow, Kiev, Athens and Sofia. Today Out There Media has partnership agreements with 18 network operators and is active in 16 countries, reaching over 200 million subscribers – 70% of which are exclusive – via its mobile advertising marketplace, Mobucks™. Mobucks™ is a cross-operator, cross-advertiser marketplace that matches demand and supply for advertising over mobile telephones.
The company’s website can be found at www.out-there-media.com
For media enquiries please contact:
Out There Media:
Ted Lelekas
Vice-President, Communications
+30 211-6004812 / +30 6936-801506
tl@out-there-media.com
Maxis:
Catherine Leong
Head of Public Relations
+603 2330 7170
lcather@maxis.com.my
Leong Tzu Ann
Public Relations Manager
+603 2330 6609
tleonga@maxis.com.my