Former Eircell boss Stephen Brewer lands Three as client for iMob Media

Location-based digital marketing platform iMob Media has struck a major deal with Three which will allow the network operator to target consumers with real-time incentives and offers.
Former Eircell boss Stephen Brewer lands Three as client for iMob Media

The Enterprise Ireland-supported start-up, which operates out of Blackrock, Co Dublin, had been working with O2 for the past number of years before its takeover by Three which has now decided to expand upon the previous partnership.

iMob Media chairman and former Eircell CEO Stephen Brewer said the six-man start-up is now working on a major project for Three to help it expand its service which it is “really pleased” about.

The Dublin start-up firm uses geofencing — or virtual boundaries — to identify when a consumer is close to a particular shop or service provider in order to better target marketing campaigns.

“Essentially iMob Media is a digital marketing platform with the addition that it uses location-based services to make the approach to the relevant customers, using big data to find them,” according to Mr Brewer.

“A lot of digital marketing platforms use their text messages to offer a free sandwich or cup of coffee but if you’re not near the sandwich shop or the coffee shop it’s a bit useless whereas with our technology we work with people like Audi; so if you’re driving and they’re launching a new car we geofence their showrooms for about a mile and if you drive into it — and you’re an existing customer or someone we know is interested — they send that person a message and invite them out for a look or a test drive and we sell cars like that,” Mr Brewer added.

In addition to Audi, iMob counts a number of other well-known brands such as Ikea, Guinness, BMW, and McDonalds among its clients.

Mr Brewer said that one of the main advantages for operators in using iMob technology is building brand loyalty among its customers and reducing the “churn” — whereby consumers are easily tempted away from their existing mobile provider by rival operators.

“I’ve just come back from a conference in Europe and there were 12 big operators from around the world there and all of them loved the idea of it because it is good for their revenue and good for their customer relationships and it’s not intrusive,” Mr Brewer added.

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