Do Business Well

1. Applications. These are various types of productivity software that run on higher-end mobile phones which run the Symbian operating system or Windows CE. They can be used in a business-to-business environment for inventory and order tracking, as well as time management.
2. Customer Relationship Management (CRM). Through combining some of the techniques above, such as offering mobile content for incentives and text messaging for communications, mobiles can be a useful element in a wider CRM initiative. It can help build relationships with consumers who don’t have ready access to e-mail, or who simply find mobiles more convenient. The cost per message makes mobile CRM quite effective too, varying from 3p to 10p per message, according to volume.
3. Interactive Voice Response (IVR). IVR is best (or rather worst) known as the system for connecting your call to the right department in large organizations, but it can also be used to pay for mobile content and for premium rate services in response to TV ad campaigns.
4. Multi-media messaging (MMS) in/out. This technique is increasing in potential as it becomes more readily available on handsets. However, it is limited by the cost and technical limitations of handsets. MMS can be pushed to the phone at higher costs than simple text messages (several times higher), or there is the cheaper option of ‘virtual MMS’ or WAP push. Here, the message is downloaded to the phone. Most marketers stick with text because it is cheaper and doesn’t suffer these compatibility problems.
5. Direct ad-response/Red Button Mobile. Red Button Mobile describes direct-response campaigns using the mobile phone as opposed to using the red button on interactive television (or, potentially, outdoor or print advertising, unlike true red-button advertising). The mobile ‘red button‘ is based on a shortcode available optionally coupled with different relevant keywords, dependent on the response mechanics. Options include:

• text to screen — with TV, comments texted in can be automatically populated on screen as used by reality TV programmes (text to screen)
• text to e-mail — where you text in your e-mail address to a short code and an automatic HTML e-mail is generated to the respondent
• text to post — this works in a similar way, where you text your address or postcode and street number
• text to WAP — here, respondents are directed to an advertiser’s WAP site through a link where they can access content or opt in
• text to mobile content — content such as a ringtone or a coupon is received through texting a shortcode.

As an example of the potential effectiveness of these campaigns, Axa PPP ran a direct- response campaign involving press advertising for their personal health insurance provider. Customers were asked to respond to the advertisement either by freephone (0800 number) or via text message; 50 per cent of all the replies came via text message and all texts routed direct to the call centre to manage outbound calls.

1. Barcodes. Barcodes can be sent to a mobile phone and then redeemed in-store using the usual Epos systems. For example, Ann Summers uses this technique if you text in response to a print or other advertisement (so I am told!). There are practical issues with this owing to the large number of different handset displays on which the bar code has to be displayed. A new take on bar codes is ‘camera codes’, where a consumer takes a picture of the barcode from a TV screen, poster, newspaper, magazine or website, or anywhere really. This then initiates the response mechanism or can be used for couponing.
2. Location-based services (LBS). This technique has been prominent recently, with companies offering services that allow children’s whereabouts to be tracked via their phones. With ChildLocate, parents pay a monthly fee of £9.99 to have access to the service. The monthly fee includes 10 free location requests and 10 free text messages. Additional location requests are charged at 30p and text messages at 10p. Trials have also been run in shopping centres, where shoppers can opt in to receive promotions, but this is generally seen as an idea implemented before its time. ‘Find me’ services are available, which are useful for evenings out, and the mobile version of Google can also help with this.
3. WAP portal. WAP sites are the mobile versions of media sites, such as the BBC or Channel 4 or the network owner. WAP e-mail is also popular on some smartphone or PDA devices — check your e-mail renders clearly on these devices in text mode.

Possibly related posts: (automatically generated)
Applications of Mobile Marketing Part 2

• Applications of mobile marketing Part 1
• Applications of Mobile Marketing Part 3
• Mobile commerce & Internal communications
• Challenges of building online customer relationships
• The Genie mobile Internet portal
• Marketing to Drives With Onstar
• A Lateral Move Can Lead Upward
• Does Advertising have a Future?
• Five Predictions for trends in Internet Marketing : WEBPROMOTE
• Expenditure on Advertising: Would I have made more Profit if I had Spent less on Advertising? (10-18)

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