Ericsson signs VMS Communications as first cloud ad campaign service customer

Ericsson headquarters

Ericsson has struck the first agreement involving its cloud-based "campaign management platform as-a-service", with U.S.-based video content tech firm VMS Communications.

VMS provides marketing services to celebrities, governments and other clients. Its technology is aimed at delivering videos to people with feature phones rather than smartphones, via SMS and using as little data as possible.

Ericsson said Monday that it will provide an advertising campaign management platform as-a-service to VMS that will boost the company’s ability to plan and execute advertising programmes across multiple digital channels, while also delivering tailored reporting for the campaigns. The vendor added that its platform will enable VMS to more efficiently monetise digital content delivery.

“VMS chose Ericsson to provide and support VMS’ ongoing solutions with monetising digital content delivery, and to support VMS’ innovative solutions with digital content delivery to the majority of cellular phones worldwide," said VMS CTO Charles Piombi in a statement.

Paolo Filetti, head of IoT application innovation services at Ericsson, added that the agreement with the U.S. company " is a clear example of us joining forces to identify new monetisation opportunities based on new business models.”

Although Ericsson has been in the advertising business for a decade and a half, it said this was the first time it was deploying its cloud service in the field.

Consulting and systems integration has been an area of mild growth for Ericsson: according to its most recent results it signed 18 contracts in the second quarter of this year, up from 13 in the first quarter. Overall, though, its professional services sales have been declining.

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- see this Ericsson announcement

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