WPP’s tenthavenue, a global communications company and Ozonetel, a Hyderabad-based cloud communications telephony company, announced a partnership this week to build a new version of Electra, a mobile marketing platform focused on developing markets.
The partnership intends to utilize Ozonetel’s suite of branding services on top of the existing Electra platform to create a single technology stack through which advertisers can deliver mobile asset formats through USSD, SMS, Interactive Voice Response and compressed video routes across 150 countries.
tenthavenue will work with Electra to create new media distribution products.
In a statement, Sudipto Roy, tenthavenue CEO for Emerging Markets mentioned a demand for “device ubiquitous ad formats” in the mobile marketing space created by ad-blockers and the sheer numbers of smartphones globally. The improvements to Electra will supposedly fill that gap.
The partnership allows brands working with Electra to measure consumer behavior and engagement levels in real time, consolidate and deliver mobile airtime and talk-time top-ups to consumers, deliver personalized content and messaging to the consumer through a logic engine, as well as multiple enterprise communication models.
Ozonetel’s clients currently include Unilever, Zomato and BigBasket. Ozonetel was recently selected by as one of the ‘World’s Top 50 Marketing Technology Startups’ by Unilever’s Foundry program at Cannes Lions Innovation 2015.
tenthavenue operates in 26 countries, with a presence in developing markets in Asia, Africa, and Latin America.
The company houses a number of agencies including Kinetic, Joule, Candyspace, Spafax, Forward and TMARC.