MWC: location-based coupons, prepaid gift cards in the cloud

This week at World Congress in Barcelona, Neustar, Inc., a provider of real-time information and analysis to the Internet, telecommunications, entertainment, advertising and marketing industries, showcased a range of mobile cloud services, including its latest Neustar Intelligent Cloud Location service.



This week at World Congress in Barcelona, Neustar, Inc., a provider of real-time information and analysis to the Internet, telecommunications, entertainment, advertising and marketing industries, showcased a range of mobile cloud services, including its latest Neustar Intelligent Cloud Location service.


The Neustar (Sterling, Va., USA) Intelligent Cloud is a cloud feature which allows mobile application developers to offer customers a broader range of integrated mobile devices across multiple networks in the U.S. and Canada.  To date, AT&T, Verizon, Sprint, Rogers and Bell Canada have all joined the Neustar Intelligent Cloud.  Nuestar also announced the addition of TELUS to the list of mobile operators participating in its cloud services.


Through the Intelligent Cloud service, application developers can create and deliver opt-in mobile services on one platform with one contract, instead of going to each carrier individually.  By doing this, applications developers can now gain opt-in information  about users from service providers, including device location, mobile messaging and mobile intelligence services.


Neustar demonstrated some of the applications its cloud services allowed this week at MWC.


One of the applications demonstrated using the intelligent cloud services was for mobile couponing.  This application uses the customer’s location to provide a contextual element in marketing campaigns for businesses.  For example, a customer is more apt to use a coupon for a store in the mall when they are located in the mall.  Through the service providers data, the cloud can tell when a customer is located in or around a certain location, such as the mall, and then use their couponing application to send that person specific information about a sale.


Another application that was showcased at the show involved prepaid gift and merchant cards.  Many customers use a gift card once and then forget how much money remains on the card, or losses the card all together.  By having the prepaid gift or merchant card on the mobile device through the cloud the customer will be able to access it easily and view the remaining balance.