News
Materna to power O2 Active
Stuart O'Brien Oct 15 2007, 10:45am
O2 UK confirms Materna will manage and deliver on-deck content downloads.
As revealed in the August issue of ME, the first vertical to go live under the new arrangement is games (replacing a legacy Motorola system), with other content types to follow in due course.
Materna's Mobile Application and Content Server (MACS) will enable O2 to offer games promotions such as 'happy hour', 2-for-1, bundles and packages for the first time.
Once MACs has been rolled out across other content categories the operator will be able to cross-promote them also. The ad-enabled platform is also geared towards enabling O2 to launch micro-sites and campaigns quickly around current affairs and major events.
Antony Douglas, head of games for O2, said: "Materna allows O2 for the first time to truly merchandise its content, just like a high street retailer, so our consumers receive targeted propositions and promotions mixing content types giving then much greater choice and value than ever before."
Michael Ohajuru, Materna's UK MD, said: "The content marketplace is becoming increasingly more complex and competitive as consumers become more sophisticated and discerning, product life cycles are reduced and the barriers to entry are lowered. MACS allows O2 to stay ahead of its competition."
