BeVocal Releases Intelligent Offer Management for Wireless Carriers

MOUNTAIN VIEW, Calif. - BeVocal released Intelligent Offer Management (IOM), a marketing system that helps wireless carriers to deliver tailored marketing messages and product offers within customer self-service interactions. IOM taps into existing information on customer demographics, as well as on individual usage and purchase patterns within carrier billing and CRM systems to deliver these offers.

IOM can present tailored offers to subscribers based on:

• Demographic Profile
  • Examples: Age, gender, geographic location
• Type of User Inquiry
  • Examples: Fulfillment vs. care; refill vs. technical problem
• User Account Profile 
  • Examples: Rate plan, refill frequency, average dollar spent, mix of calls between local, long distance & international, features already purchased, length of service
• Purchase Correlation
  • Example: "Most subscribers who have bought this also tend to buy that"

With IOM, marketing managers are able to gauge the success of their campaigns via the Client Command Center, BeVocal's Web-based reporting and analytics tool. This reporting mechanism enables each product manager to monitor performance metrics, such as response rates, attachment rates and incremental revenue generated from a campaign, and to make adjustments to offers.

"BeVocal puts the intelligence back into carrier marketing, giving carriers the control and flexibility to launch narrowly-focused marketing campaigns, and to fine-tune those campaigns in order to maximize conversion rates as well as the overall customer experience," said Ken Landoline of the Yankee Group. "This is a revolutionary way for mobile operators to begin transforming their customer care channels into nimble, flexible mediums for managing one-to-one relationship marketing with their subscribers.  This capability will become essential for carriers in generating loyalty and incremental revenues in a world of increasing add-on feature complexity coupled with commoditization in core service offerings."