Optimus in Portugal launches Rent-a-game concept, based on End2End Smart Pricing

End2End has successfully launched its Smart Pricing solution with Optimus in Portugal in April. Smart Pricing is a flexible pricing solution that makes it possible for Operators to offer consumers a variety of billing options to buy mobile games. With this solution it was possible for Optimus to launch the Rent-a-Game concept which was not explored yet by any other operator in Portugal.

In addition to the full game buy, Smart Pricing offers Optimus’ post and pre-paid consumers a variety of payment options such as pay-per-play, rental and try-before-you-buy allowing its consumers to play games at lower cost but with a limited time.

Nuno Lopes Gama, head of Mobile Internet, Data and Application Services, of Optimus said: “We are very pleased with the launch of End2End’s Smart Pricing service in Portugal, which allowed us to offer our customers the Rent-a-Game option. It helps us to better target new segments in our subscriber base, consumers that we have not been able to reach before without cannibalising on the sales to our premium gamers.”

End2End increases footprint in Asia

In recent months, End2End has also significantly increased its footprint in Asia. In February the company announced that another Vodafone company, Vodafone Essar in India, fully outsourced its mobile games portal to End2End. Bernadette Lyons, End2End Managing Director, adds that “the contract with Vodafone Essar adds close to 60 million subscribers to our consumer base in Asia.”

Cometa Mobile, the Indonesian mobile content provider and aggregator, also recently outsourced the running of a dedicated Cometa games portal for Indonesian mobile operators, to End2End. The Cometa games portal also incorporates End2End’s Smart Pricing solution, aiming to reach the price sensitive Indonesian consumers.

“Smart Pricing is a powerful retail tool, especially towards price sensitive market segments and prepaid subscribers where we normally see a high degree of failed purchases due to insufficient account balance”, says Sven Hålling, VP Content Retail at End2End, “With Smart Pricing we can offer less affluent consumers the possibility to play a little at lower cost, while not damaging sales to consumers that can afford to buy the games outright.”

End-user behaviour and data mining

Important parts of the End2End retailing toolset are data mining tools. All usage, sales and retail data are collected in a large SAS Institute data warehouse, the information is then analysed and used to give an increased understanding of end-user behaviour and buying preferences. The conclusions are used to provide better personalisation and targeting of activities towards consumers, and to ensure that the right content is offered to the right person.

End2End retail managers use the Analytics tools and reporting capabilities extensively in their everyday retail work to maximise sales at every hour in the week and for every pixel on the screen.

About End2End
End2End is a leading mobile content retail specialist, operating portals for mobile operators, portals and content providers globally. Our retail expert teams run the entire service from sourcing and settlements, management and hosting of content, to marketing and retailing, delivering an unparalleled user experience with content from over 100 leading providers, all from our industry leading Content Retailing Solution. End2End also delivers billing services and advanced managed hosting services to mobile service providers around the world. Customers include Vodafone, Orange and T-Mobile.

End2End is part of the MACH Group (www.mach.com), the world’s leading provider of mobile based clearing and settlement solutions. For more information about End2End, please visit our website at www.end2endmobile.com.