The objective was to obtain greater value from the marketing budget. InterChan, Taiwan’s leading mobile applications service provider, needed to significantly increase revenues from these services and products. It also sought to capture a larger share of the local wireless value-added services market.

The new content offering consisted of several segmented services such as ringtones, jokes, dating services, karaoke alerts and astrology forecasts. InterChan realized that each offering would appeal to a distinct and unique user group.

The challenges: how to characterize potential users in each group and how to compile effective promotion lists based on these user profiles and how to also open up the platform to 3rd party advertisers on a “Cost per Action” – CPA model.

InterChan selected TargetAd™ Customer Discovery solution to create a unique target group of subscribers for each of the content offerings.

TargetAd™ was setup - a process that took 60 days - and then Customer Discovery commenced.

TargetAd™ began to identify those mobile subscribers most likely to sign up for each of InterChan’s new VAS content offerings.