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Intersec and Alcatel-Lucent in Geo-Targeting Partnership

January 14, 2013  - By
Image: GPS World

Intersec, which provides software for mobile and integrated operators, has signed a global partnership agreement with Alcatel-Lucent for the creation of a geo-marketing service that will enable mobile operators to connect brands and retailers to consumers via mobile devices, based on their permission, preferences and location, to drive in-store traffic.

Intersec’s IGLOO collects and aggregates “anonymised” network data (circuit switch, packet switch, Wi-Fi, indoor location) in real time to provide proximity detection of all opt-in subscribers at a defined moment of the day. Alcatel-Lucent’s Optism then gathers and analyzes the location data to provide customers with relevant offers to drive in-store traffic. The companies say the cross-operator solution will enable multiple brands and retailers in several countries to deliver walk-in rewards, location-based targeted coupons and deals and post shopping surveys. Optism is deployed in 10 markets.

“In order to expand to geo-based offers and coupons, we were looking for a device-agnostic solution that was able to aggregate all of the location data that the network was seeing, both passive and active sources, both for in-store as outdoor proximity campaigns,” said Thomas Labarthe of  Alcatel-Lucent. “By integrating Intersec IGLOO into Optism, brands and retailers can leverage all the existing Optism tools to define their campaigns including location as qualification criteria.”

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About the Author:

Janice Partyka is principal of JGP Services,, a consulting practice that helps companies with marketing strategy, including investigating new markets, ensuring product roadmaps match market needs, and creating marketing campaigns. Janice develops websites, social media, public relations and overall marketing communication. She also works as an expert witness for the mobile industry and conducts prior art searches for patent cases. Janice has served in leadership capacities in the wireless industry, leading marketing, business development, media and government relations, including serving as vice president of external affairs for TechnoCom Corporation. She briefed the Obama transition team on broadband issues. Janice was a twice-elected member of the board of directors of the E9-1-1 Institute, which supports the work of the U.S. Congressional E9-1-1 Caucus to ensure implementation of wireless E9-1-1, and she was telecom liaison to the Intelligent Transportation Society's World Congress. Janice is a frequent speaker at mobile and location industry events. Her webinars on mobile applications and technologies draw audiences from more than 40 countries. Janice Partyka is also the founder of, a web service that helps college students find the right major that will lead to a satisfying career. Contact: Janice Partyka at, Free subscriptions to Wireless LBS Insider are available at

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