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PlayPhone EMEA Selects Sybase IQ
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February 25, 2010

PlayPhone EMEA Selects Sybase IQ

By David Sims
TMCnet Contributing Editor

Sybase, a vendor of enterprise and mobile software, has announced that PlayPhone (News - Alert) EMEA, a branded mobile entertainment vendor, has selected Sybase IQ to provide information about its customers and marketing campaigns.

'When you're running a business like ours, success is all about generating volume,' explains Simon Rose, PlayPhone director of infrastructure for the European, Middle East and Africa region. 'That requires the rapid planning and execution of simultaneous, large-scale marketing campaigns.'

Using Sybase (News - Alert) IQ, 'PlayPhone can now meet the customer demands, target customers and plan, execute, monitor and fine-tune marketing campaigns to achieve the best return on its marketing spend,' said Andrew de Rozairo, Business Development, Strategic Partners EMEA, Sybase.

Rose said 'Sybase IQ has enabled us to gain a single view of our data for reporting and data mining purposes. It's been extremely stable and reliable. Having the ability to use the developer edition of Sybase IQ has allowed us to try different things before actually implementing them.'

Sybase Professional Services created a proof-of-concept with Sybase IQ running on Red Hat (News - Alert) Linux on a commodity server and employing the SAS Business Intelligence Server as its front end.

Earlier this month TMC had the news that Sybase 365, a subsidiary of Sybase, announced the availability of the Sybase Advanced IP 'Center of Excellence,' an environment for mobile operators to test, validate and refine their IP messaging implementations.

Using the Sybase Advanced IP Messaging Server platform launched in October 2009, the Center of Excellence enables operators to test and deploy 4G strategies without halting current processes and operations.

'When dealing with IP networks and IMS implementations, there are many unresolved questions. As a long-term trusted partner of mobile operators around the world, Sybase continues to work closely at the industry level to take the lead and help facilitate the transition into the IP world,' said Steven Griset, Vice President, R&D at Sybase.

David Sims is a contributing editor for TMCnet. To read more of David’s articles, please visit his columnist page. He also blogs for TMCnet here.

Edited by Patrick Barnard

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