New guidelines are required to discipline mobile marketer. According to New Media Age the Mobile Marketing Association is working on guidelines to limit the hours in which promotional sms can be sent. In the UK, at the moment, First Direct is under fire since it starts sending its sms at 6 o’clock in the morning, since they’ve found that it’s cheaper at that time. Several users have complained to First Direct, and the Company has come out with one of the silliest statements I’ve ever heard:“Our advice is for customers to switch off their phones overnight”.
I believe this is the perfect way to annoy prospects and weaken the potentials of mobile marketing. Guidelines and intelligent marketers are more than welcome… soooooon!!!
McDonald�s �Cool Train� developed by Tribal DDB Sidney has won two awards at Mobile Marketing Association Awards held last month in Sydney. Tribal DDB won the major award for �Best Use with Radio� and won the Highly Commended award in the overall �Best Integrated� category. As explained on the agency
At the beginning of July, Telecom Mobile has revelead the results of a recent text-based marketing campaign to target New Zealand rugby fans (Super 12 Text Match Fever). The game involved sending trivia questions on rugby � past and present � directly to Telecom Mobile�s 025 and G027 networks. The campaign attracted 7500 registered users, 5500 daily players and generated 500,000 responses. More on Scoop.
Mobile messaging will drive data revenue and provide operators with the tools to bring multimedia into the hands of users, according to a new study by IDC. Quoted in a Press Release, Paolo Pescatore, senior analyst for IDC�s European Wireless and Mobile Communications Service, says: Mobile messaging will be the bridge that will assist operators to aid the take-up of mobile data in Western Europe. It is important to remember that mobile messaging allows users to communicate, depending on their needs and acceptance of using that medium. SMS is discreet, direct, and in most cases quick, whereas the first offerings of MMS allow users to send pictures to one another, and IM offers presence allowing users to interact with other users. So much is mentioned and said about killer applications but in terms of potential and current usage of SMS so far, mobile messaging will be the killer cocktail for mobile operators.
Location based services look very attractive to mobile advertisers. However advertising is only a part of the location based possibilities provided by mobile phones. M-spatial has an interesting example of pedestrian navigation service, and Vodafone has decided to pick up the new MapWay for its customers all through Europe. As Bob Bamforth writes on IT-Director.com:“If Vodafone or any other operator can link the direction service with what’s on offer at the destination location, they could generate an untapped source of follow on revenue”.
Location based services are a good thing not only for marketers, but also for rescuers. As explained on Fullpress.it (sorry it’s in Italian), on July 24th, a new law will come into effect in Europe that will oblige mobile operators to offer location based support to rescuers for calls to emergency number 112. According to a British statistic, 60% of the people calling for help are not able to provide exact information about their location. The technology solution provider will be Openwave.
Mobileway has been chosen by Virgin Music, part of The EMI Group, as the mobile marketing partner for the launch of the latest singles from pop groups, Blue & Atomic Kitten in France. The month-long marketing campaign set to be launched by Virgin Music features an instant win competition which will allow fans to win a host of prizes, and a channel for participants to send in their details and preferences to form part of a new Virgin Music fan club. More details in the press release on Mobileway Web site.
Premium rate SMS (PSMS) is the term that describes the charging of a premium to consumers, for a text message that is either sent or received by their mobile phone. On Flytext website, Thomas Schuster answers a lot of questions concerning Premium Rate SMS. It’s a very interesting contribute that helps understanding how to run a wireless campaign. Recently the Flytext mobile campaign Movie Rewind has been featured in a case study presented on Revolution Magazine. Movie Rewind targeted an audience aged 16-35 with competitions linked to films such as Lethal Weapon, Dirty Harry, The Rock, City of Angels and Erin Brockovich.
MobileWay and Sony Pictures Mobile, have lauched: ‘Charlie�s Angels�: Full Throttle’. As explained in the press release, it consists of a premium mobile services package available to Charlie’s Angels fun in Australia, France, New Zealand, Italy, Spain and Singapore. The portfolio of services includes: polyphonic and monophonic ring tones including �Feel Good Time� by Pink; colour backgrounds with scenes from the film; MMS animations to forward onto friends; �Charlie�s Angels�: Road Cyclone,� a Java� game involving a motorbike chase against the evil Diva Indigo and her gang; as well as SMS trivia quizzes to win prizes or simply to test your calibre as an angel or your ability to charm one of the heroines. To learn more, you can also have a look at the official Website: Charlies Angel’s: Full Throttle.
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