ironSource, an industry leader in business platforms for App Economy, announced its partnership with Vodafone. Aura will be integrated on ironSource’s Android devices across Europe, including the UK, Germany, Spain, and Italy.

The purpose of Aura is to allow operators to build lasting relationships with their customers by providing them with an enhanced experience with their devices during configuration and throughout their lifetime. With Aura, operators can easily promote their proprietary content and managed services.

Arnon Harish, the president, and co-founder of ironSource, stated, “To build loyal and trustworthy relationships with customers, today it is necessary to respond to their needs through high-quality content delivered at the right time. We are thrilled to partner with a leading telco brand of the caliber of Vodafone to offer users an optimized experience that is richer and better suited to each individual need during configuration and device lifecycle.”

Operators must create an optimized setup experience for customers the same day the device is turned on, as customers actively download content during this high-engagement moment. Vodafone customers use Aura to customize devices with content tailored to their interests and needs through the dynamic setup experience.

With AI and machine learning (ML) capabilities, Aura continues to operate through the life cycle of a device, delivering relevant and welcome content to users based on their behavior, interests, and preferences, thereby increasing engagement and NPS.