mobile 101

In-troduction

You are more than likely new to mobile marketing. That’s okay, most people are. This new marketing channel has great opportunity and continues to grow in popularity and usage. With mobile, you can reach people wherever they are. Did you know that 91% of people are within earshot of their mobile phones 24 hours a day?

Marketers and business owners all over the world have embraced mobile marketing because of its ability to:

• Extend marketing communications beyond traditional media
• Complement traditional media to increase awareness
• Encourage customers to take action as soon as they see an ad
• Provide immediate information
• Reach audiences wherever they are
• Provide revenue generation opportunities with every interaction
• Track customer preferences

It’s all about getting “in-touch” with your customers – and in-touch mobile can help every step of the way.

Market Data

• 260 million wireless subscribers in the US (July 1, 2008)
• 85% penetration of US market, 16% of homes are wireless only
• 48 billion SMS text messages per month
• Nearly 60% of subscribers are enrolled in unlimited text and picture message plans
• Text messages reach 98% of all mobile phones
• Multimedia messages reach 92% of all mobile phones

SMS, MMS, Mobile Web and Video

SMS

Short Message Service (SMS) is the most traditional and widely used form of mobile marketing – often called “texting”. SMS text message are typically limited to 160 characters (depending on carrier and service). Text messages reach more than 98% of all mobile phones on the market today and on average looked at within 15 minutes of receipt and responded to within 60 minutes

MMS

Multimedia Messaging Service (MMS) is similar to SMS, except that it also supports any combination of pictures, audio, text and video. MMS provides you with additional ways to interact with your audience. For example, you can offer a downloadable wallpaper, send a coupon with a barcode, provide an electronic membership card or send a cool, viral video that your audience will enjoy. Visit our Programs section to learn more about all the possibilities.

Mobile Web

Web Application Protocol (WAP) is a technology platform used to create websites that are “small screen” friendly. Websites that are built for mobile devices provide the users with targeted information and a navigation structure that is fast and convenient. Mobile web users are more interested in accomplishing a specific task, and less interested in browsing. Further, WAP sites do not provide audio, video or flash.