October 2007 Mobile Pathways Event Wrapup
A terrific night was had by all this last October 2nd, with three ADMA MMA 2007 award winners (Aura Interactive, Communicator Interactive and SoundBuzz) in a panel with event sponsor QMCODES discussing and debating the lengths clients and their partners will go to to provide a natural, seamless on-ramp to end-user handsets.
Universal themes - and interesting insights :-
- permission is everything - users don’t want to be marketed at;
- value is vital - provide something people want;
- seamless simplicity - make sure everything just works;
- location is vital - launch context is super-important with mobile;
Get all the above right and the rewards will follow :-
- Average interaction times over 2 minutes, with 6% increases in sales (Clean-and-Clear by Communicator);
- 50,000 plus unique download requests over a 1 month period (Transformers Bluetooth campaign by Aura);
- substantial growth in mobile music revenue (193123 by SoundBuzz).
All this augers well for event sponsor QMCODES who since launching their i-nigma reader and SmartCodes service on the night…
- are scheduled to show at OMD’s Out-of-Home exhibition;
- have been selected by MEDIACOM to help run an upcoming mobile campaign for Fosters.
An astute questioner on the night also suggested that the i-nigma technology was currently being trialled by more than one local carrier - which QMCODES CEO Antony refused to confirm. If true, that could be a great accelerant for future SmartCode-based campaigns which can ‘make print media interactive’.
Until next time !
