The article goes on explaining mobile marketing is a cost-effective solution for marketers. The problem is, it is not cost-effective for users. UMTS prices are just crazy right now in Europe, excluding large part of the population from accessing “heavy” mobile content like, for example, videos. Operators are just too powerful at the moment, acting as gate-keepers, and preventing the mobile marketing industry to growth and evolve in its own third generation.
The Audi TT Quattro Sport model is currently being pushed in the UK with a rich media mobile marketing campaign. Thanks to the technology provided by MindMatics and MassOne, smartphones users are able to view content related to the TT Quattro Sport just texting a shortcode. The content is sent as a self-contained data packet that’s designed to run on 2.5G and 3G smartphones on UK networks. Viewers can take a tour of the entire car, using their keypads to zoom in on particular features. There are also wallpapers available to download and the option to send the content to a friend. Print direct marketing and online advertising are also part of the effort.
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