Idea Cellular is likely to sign a contract with US-based mobile marketing and advertising software firm, Sixth Sense Media to leverage its core network and customer information resources. Under the proposed agreement, Sixth Sense Media will connect Idea?s customers to local retailers through customised loyalty programmes by deploying their mobile marketing software platform. The carriers designed by Sixth Sense Media will be able to connect Idea?s customers to brands by using the mobile channel.
According to Sixth Sense Media, such an arrangement will open new revenue fronts like mobile advertising and mobile retail for the telecom operator. The company would also help Idea market its core network services such as voice, data and messaging in order to counter the revenue drain by the over-the-top and content players.
