Home » Naranya Uses Digital Element’s Technology to Deliver Personalized Content to Mobile App Users in Latin America
Naranya Uses Digital Element’s Technology to Deliver Personalized Content to Mobile App Users in Latin America
NetAcuity Edge™ and Mobile Carrier Data Help Wireless Services Provider Build a Better Subscription Experience in the Region
ATLANTA, April 23rd, 2015 – Digital Element, the leading provider of IP Intelligence and geolocation solutions, today announced that Naranya, the leading provider of wireless services in Latin America, has selected its technology to provide more personalized content and a better experience to its mobile app users.
A pioneer in the aggregation and distribution of mobile content in the region, Naranya serves seven countries in Latin America. The company developed the first social media app, called Yapp, designed for the masses in Latin America. Naranya has extended its business model to subscription services and is building now, in partnership with mobile operators and device manufacturers, a multilayered mobile ecosystem designed specifically for Latin America.
Naranya will integrate Digital Element’s NetAcuity Edge™ hyperlocal geolocation technology in order to automatically identify the geographic location of its mobile app users, helping to deliver more personalized content. Additionally, the company will also employ Digital Element’s mobile carrier database to help ensure subscribers access content in the correct format and in the most efficient manner.
“Having the correct mobile carrier for each user is crucial for this project,” said Humberto Contreras, lead developer at Naranya. “This data allows us to develop a subscription-to-content business model. If we know the mobile carrier when a user enters our sites, it saves us steps within the process. Digital Element’s combination of IP geolocation and mobile carrier data was able to provide us with the most important piece of the puzzle.”
Naranya expects a 35- to 40-percent increase in its content subscriptions as a result of deploying Digital Element’s technology.
“Latin America is a market where conventional phones or low-cost smartphones serve as the main mode of Internet access,” said Jorgelina Striedinger, Latin American business development director for Digital Element. “Yapp reaches more than 70 percent of the digital media market, which is currently underserved. There is definitely a lot of opportunity to increase the membership rate to subscribed content. We were the only provider that could provide the data quality and accuracy Naranya needed for Latin America.”
About Digital Element
Since 1999, Digital Element has been providing global geolocation solutions that bring anytime, anywhere relevance and context to online initiatives – from desktops to mobile devices. The company’s patented technology has been certified and accredited to deliver real-time access to accurate and reliable location intelligence without invading internet users’ privacy. For more than a decade, many of the world’s largest websites, brands, ad networks, social media platforms and mobile publishers have trusted Digital Element’s technology to target advertising, localise content, enhance analytics, and manage content rights as well as detect and prevent fraud. Visit www.digitalelement.com for more information on how to bring the power of location to the online world. Follow us on LinkedIn and Twitter @DigitalElement, and like us on Facebook.
Headquartered in Atlanta and London, Digital Element is a division of Digital Envoy Inc.
Naranya is a Mexican multinational company, leader in the mobile internet industry, that has created and connected the communications, entertainment, and mobile commerce ecosystem in the emerging markets for over 10 years.
Based in Monterrey, México it has operations in key spanish speaking markets including Mexico, Panamá, Colombia, Peru and Spain and has become one of the leading partners of the largest mobile operators of the region including America Movil and Movistar.
For Digital Element: