Mobile solutions company Syniverse is joining forces with Amazon China to support the retail giants focus on optimising customer engagement for mobile users.

Amazon China will use Syniverses two-way mobile messaging solution to deliver marketing messages to Chinese consumers, including flash site sale and event notifications, targeted promotion offers and subscription-based messages such as deal-of-the-day and product recommendations.

The messaging solution will also enhance Amazons recommendation engine, enabling registered users to opt in and manage their preferences for how they receive notifications. It will also enable mobile-only Amazon China customers to register for the service without the need for an email address.

China is home to around 499.5m mobile internet subscribers, with 80 per cent of unique subscribers to Amazon China using mobile internet in 2013. With mobile penetration in China nearing 50 per cent and smartphone shipments estimated to reach 450m in 2014, mCommerce is expected to sharply rise in China over the next few years.

“As the mobile channel increases in importance, brands and consumers alike are demanding more from the user experience,” said Alfred de Cárdenas, president of enterprise and intelligence solutions at Syniverse. “With Syniverses two-way engagement solution, Amazon China can offer 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.”