Telecommunications
Mobile Advertising at a German Telecommunications Company
Germany
Location
Head of Mobile Advertising
Role
Digitalization
Project & Program Management
Innovation & Products
Mission
Build and manage the mobile advertising business of Deutsche Telekom AG across 16 markets with 100+ million customers. Own commercial strategy, technology, product development and partnerships. Lead international team of 5 employees.
Approach
- Sourcing and implementation of group-wide technology platform and international sales agreements for mobile advertising
- Support for subsidiaries in European and US markets to localize proposition and prepare product launch
- Negotiations to form a cross-operator mobile advertising initiative with Vodafone, Telefonica, Telecom Italia and France Telecom
- Representation of DTAG strategic interests as delegate to GSMA Mobile Advertising Working Group, Mobile Marketing Association (MMA) EMEA Board
Results
- Successful market launches in Germany, Austria, USA, Czech Republic and Greece
- Establishment of mobile advertising joint venture Weve between EE (Deutsche Telekom/Orange), Vodafone and O2 in the UK market