Today, nearly half of China’s population owns a mobile phone, with smartphone shipments approaching 450 million this year. In the wake of growing demand, Amazon.cn has teamed up with Syniverse to provide optimized customer engagement through mobile for its users.
In a first innovation of its kind for any Amazon region, mobile-only consumers in China are able to register for the service without providing an email address. Syniverse will support Amazon’s mobile-first Chinese customer base via two-way mobile SMS engagement programs. Mobile users will have access to more personalized experiences, receiving push notifications, keyword campaigns, and promotions for the latest offers. Initial registration does not require an email address, so if a user no longer wishes to use the program, the ability to opt out is simple.
Amazon has high hopes to enhance its sophisticated recommendation engine through the Syniverse solution. The engine is designed to allow users to manage notification preferences, and offers a variety of tailored offers including hyper-personalized messages including flash site sales and event reminders, subscription-based messages, and special promotional deals targeted at specific customers.
In China, mobile is currently the No. 1 Internet access point. GSMA Intelligence reports that with 499.5 million mobile Internet subscribers, mobile commerce is expected to explode this coming year. The Intelligence group cites three reasons for this rapid adoption:
- Rapid increase in number of mobile Internet users
- Heightened Internet connection accessibility throughout China
- Improved mobile payment solutions in China
“As the mobile channel increases in importance, brands and consumers alike are demanding more from the experience,” Alfred de Cárdenas, President of Enterprise and Intelligence Solutions at Syniverse, said in a release. “With Syniverse’s two-way engagement solution, Amazon.cn is future-proofing its business through enhanced customer engagement for a mobile-first audience with a reliable, secure solution that delivers rich engagement to the right user, via the right mobile channel, at the right time, resulting in deepened customer touch points that can increase loyalty and revenue while promoting and protecting the Amazon.cn brand.”
With Syniverse, Amazon is preparing for a bright future in mobile. With services such as Syniverse SMS offerings, consumers can come to expect much more personalized and engaging payments solutions.