SAP to Launch hybris Marketing Solution for Telcos

SAP plans to release enhancements to its SAP hybris Marketing solution specifically designed to help telecommunications companies simplify their B2C and B2B customer engagements while improving the effectiveness of their marketing operations.

Last month, hybris, an SAP company, launched a new contextual marketing solution that unifies customer data into one centralized hub and allows companies to unleash the power of truly contextual marketing.

The SAP hybris Marketing solution uses real-time contextual data to continuously update a 360-degree profile of both identified customers and prospective customers. This dynamic profile spans what each customer has done in the past, what he might do in the future, and what he is most interested in at any moment in time. Using targeting tools, marketers can reach customers through one-to-one personalized campaigns on the Web site, via email, or through digital display advertising. They can trigger sales or service calls or push messaging to mobile applications and devices. Campaigns can be automatically triggered by customer behaviors in real time, planned and scheduled by marketers, or created ad hoc by marketers with a few mouse clicks.

"We fully understand the strategic importance of contextual data to telcos and are moving quickly to bring this ground-breaking solution to our customers," said Rick Costanzo, executive vice president and general manager of telco industry and mobile solutions at SAP, in a statement. "I believe that context is one of the most important concepts in the big data conversation and has the power to transform massive amounts of customer data into one-to-one customer conversations. I am excited about the plan to offer this game-changing technology to telcos, which is expected to help them improve their bottom line by increasing their customer base."

The telco-specific, enhanced functionality in the SAP hybris Marketing solution is planned to be tightly integrated with SAP Billing and Revenue Innovation Management solutions and the SAP Convergent Mediation application by DigitalRoute. Telco marketers will be able to combine operational, network, and customer billing data into one application. The telco version of SAP hybris Marketing is designed to enable CSPs to analyze, visualize and explore customer data at very high speed.

The SAP hybris Marketing solution, which is being developed on an open platform and will promote an open partner ecosystem, will be capable of being deployed in either cloud or on-premise software environments with prepackaged integrations from many marketing solutions partners.

The telco-specific version of the SAP hybris Marketing solution is expected to be available next month.

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