O2 Launches Location-Based Text Campaigns in Ireland

After a successful implementation of location-based marketing text messages in the United Kingdom where 6 million mobile subscribers have been opted in, O2 is launching this service in Ireland.

The new service uses geofencing and is the result of O2 partnering with Californian LBS service provider Placecast. In Ireland, O2 is working with brands like B&Q, Cadbury, Diageo, Littlewoods and Paddy Power to send location-aware messages to opted-in subscribers.

O2 customers who have given their permission will only receive a maximum of one targeted and relevant message per day and on average about 4-6 messages a month.

Eugene Mitchell, Director of New Business for Telefónica Ireland, which operates the O2 brand in the Irish marketplace, said: “The growth of location-based services creates great opportunities for proximity marketing. It fuels a growing expectation among consumers for tailored advertising via their mobile phones, with messages that are directly relevant to their passions. Customers are looking to take advantage of relevant bargains and deals and want these to be delivered in a convenient and timely manner.“