HA NOI (Biz Hub) — Vserv, a leading mobile marketing platform made available across emerging markets, yesterday announced a new business evolution and accompanying partnerships, designed to lead the Smart Data revolution.

With this development, Vserv is seen to emerge as one of the leading companies that augments user profiles by connecting them with multiple sources such as telecommunications companies, applications, offline partners and data management platforms (DMPs) to derive smart data.

"The businesses of tomorrow will all operate on the simple premise of data, and the smarter that data is, the sharper the results will be," Dippak Khurana, Vserv co-founder and chief executive officer, announced in the capital city yesterday.

"Leveraging Vserv Smart Data, marketers are already seeing growth that is more than five times the conversion rate," Khurana added. "We estimate the Smart Data opportunity entailing e-commerce, in application purchases, mobile operators and mobile advertising, to currently be a US$260–billion industry across emerging markets alone. Vserv is uniquely positioned to spearhead this revolution, and our aim is to have 1.2 billion unique user profiles by 2016."

Through its 500-million user profiles, Vserv officials said, the company has created actionable user personas and identified intent signals in real-time. With data on more than 50 per cent of mobile internet users across emerging markets, Vserv is empowering marketers, application developers, telecommunications companies and data providers to derive sharper results, the officials added.

In a test campaign integrated with Vserv Smart Data, a leading mobile top-up company reportedly witnessed a five-time increase in its conversion rate.

Vserv is the only company to have inked partnerships with key telecommunications companies in emerging markets to accelerate these offerings.

The collabpration with such companies as Vodafone, Airtel, Aircel and Globe, as well as Mobifone and Robi Axiata, will help revolutionise mobile marketing in emerging markets, the officials noted. — VNS