Contextual Offers can be used by mobile operators to drive mobile data revenues by delivering mobile data offers that correspond to the users' needs - for example, just as the user approaches his quota threshold for that month and has another week to go, a top-up offer is sent out. Contextual offers can also be used to cross sell Operators' other services such as digital content, for example, a movie offer on Operators' OTT video service or a connected car App that users can download for a discounted price. At the same time, Contextual Offers can make up Operators' mobile advertising services, where Operators push third party messages (text and video) based on certain parameters and 'trigger' factors.

Bulk SMS service has been used for contextual offers for many years now, and as other means of delivering the message come about (OTT chat applications, Mobile TV or Operators RCS), these will also become new mediums for delivering Contextual Offers.

How do Operators gather the insights needed to push the most relevant and timely offers and how do they merge their internal user database with sources of information from third parties? More importantly, can Operators package 'contextual information and offers' as a service in a world that is becoming increasingly dependent on services and information delivered via mobile devices?