Oracle with an aim to capture a pie of the global mobile marketing and advertising (MMA) market, has developed Oracle Communications Marketing and Advertising application to enable mobile operators execute enhanced targeted campaigns as per objectives.

Oracle says using its solution, service providers can filter out subscribers based on demographics, usage and location.

There are certain built-in interfaces and templates provided for advertisers, ad agencies and publishers. Features based on push strategy for bulk messages and pull strategy to encourage subscriber participation for situations such as reality TV show are also incorporated into the solution.

The solution supports all popular modes of mobile advertising such as SMS, MMS and Over WAP.

“Oracle is dedicated to driving customer success through innovation. Oracle Communications Marketing and Advertising exemplifies this commitment by addressing the hurdles that have previously prevented widespread adoption of mobile marketing and advertising.  With this new application, Oracle helps network operators capitalize on new revenue streams that leverage subscriber data and network resources to provide

advertisers with new opportunities for targeted marketing,” says Dan Ford, vice president of product marketing, Oracle Communications.