Egypt Becoming an Industry Leader in Permission Based Mobile Advertising

Mobile marketing has arrived in full force in Egypt. And much like the landmark pyramids that adorn the Egyptian landscape, mobile advertising is quickly becoming an indelible aspect of Egyptian culture.

Driven by Alcatel-Lucent’s Optism mobile marketing solution, an astonishing one million consumers have opted in to “Mobinil Ads” in the last two months alone.

As MMW covered late last year, in December, Alcatel-Lucent announced that it had entered into an agreement with Mobinil – Egypt’s leading operator – to provide Egyptian mobile users with access to interactive marketing campaigns tailored to their personal interests, based on the Optism mobile marketing solution.

During the short period of time since the announcement was made, tremendous growth and consumer adoption of the “Mobinil Ads” service has been observed.

Clearly, the Egyptian people recognize the value of receiving relevant content from the brands they like – right on the mobile phones in their pockets.

Other noteworthy statistics include:

  • 41% of the opted-in subscriber base is between 15-24 years old; 22% between 25-34 years
  • The top categories that show the highest interest rates include: sports (30%), music (23%), fashion (23%) and technology (14%)
  • Response rates to advertising campaigns run on Mobinil’s “Mobile Ads” service ranged from 12% to as high as 54%

“Since the introduction of our Mobile Advertising service,” says Hani Ramzi, Director of Alcatel-Lucent Optism, “we have been able to further increase our relevance to end-users, brands and advertising agencies. Thanks to the Optism advanced dialogue mechanism – over text and rich messages – we are effectively able to literally put brands in the hands of our mobile subscribers; brands they want to receive information about. On the other side of the spectrum, we are in a unique position to provide brands and advertising access to – and a better understanding of – their potential customer base.”