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Upstream Successfully Completes Mobile Marketing Campaigns in West Africa

July 16, 2010


Upstream, a large mobile marketing solutions provider announced the completion of a series of localized mobile marketing campaigns across West Africa for MTN as part of the Group’s official FIFA World Cup sponsorship activities. The MTN Group (News - Alert) is a multinational telecommunications provider operating in 21 countries in Africa and the Middle East.

According to official sources Upstream worked with MTN for producing a large-scale Mega Promotion campaign covering three West African markets including Nigeria, Ghana and Benin. The campaigns were instrumental in leveraging the excitement connected with the World Cup events.

The results analyzed now after the close of the World Cup events has indicated a huge growth in user response. This has boosted ARPU and has generated positive response from MTN customers in the countries served.

The three campaigns were launched simultaneously and were designed to encompass consumer behavior and demographics in each of the three countries. This demonstrates the ability of Upstream’s sophisticated mobile marketing communications suite in providing optimized, relevant, communications that are able to engage and create positive and profitable interactions with all of MTN’s participating customers, said company sources.

Nikos Moraitakis, VP Business Development at Upstream said, “Mobile operators like MTN do not want a cookie-cutter approach to how they market to their customer base, particularly for significant regional campaigns such as MTN's World Cup promotions, but they also want low risk solutions.”

“For MTN, Upstream produced sophisticated CRM campaigns which have enabled them to deliver strongly branded and aligned competitions that were nimble enough to support their massive Africa-wide World Cup series of activities,” Moraitakis added.

Harriet Muchu, Chief Marketing Officer of MTN Benin remarked that he was impressed with the way Upstream understood the needs and preferences of the subscriber base and the way it arrived at a customized promotion strategy.

“The MTN Benin - Upstream partnership was a great commercial success and we look forward to more profitable projects in the future,” Muchu added.

According to Upstream sources its services reach more than 500 million consumers in more than 40 countries. Its advanced technology platform delivers potent interactive communication via mobile channels. This enables global brands to activate their customers optimally. Communications powered by Upstream is capable of increasing conversion rates significantly and generating profitable interactions for companies and their mobile consumers.

The advantages offered by Upstream are leveraged by many companies including Vodafone, T-Mobile (News - Alert), TIM, Orange, Telefonica and America Movil among others.

Shamila Janakiraman is a contributing editor for TMCnet. To read more of Shamila’s articles, please visit her columnist page.

Edited by Juliana Kenny