October 2007 Mobile Pathways Event Wrapup
Monday, October 15th, 2007A 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 !


Will mobile communities drive off-deck uptake ? What are the features of successful mobile communities ? Who are the players in the space now ? Who’s building them and how do I get/buy/make my own ?












We’re also very happy to welcome Mira Bashi, Head of Internet and Communications Services at 3, who will be presenting their 




