MobileMarketingUS

MOPocket reviews wapTags

2006-07-17T10:39:00.000-07:00

A great mobile blogs, and member of moblists, reviewed wapTags yesterday.

Justin seemed most interested in the classified ads component of wapTags.

Thanks for the write-up.

Track back: MOPocket

Quarterly Wireless APRU Down Worldwide

2005-10-19T23:33:00.000-07:00

Although global wireless subscribers and revenues continue to grow, mobile operators are seeing less and less revenue per user. TeleGeography's latest GlobalComms update shows wireless average revenue per user (ARPU) is declining worldwide, with only North American and Western European companies near their Q2 2004 levels. Eastern Europe was the biggest loser, down more than 27%, followed by Asia-Pacific and Africa, down 18% and 12% respectively. Global ARPU was down 13%.

More >

Source: Cellular News

Realtones Generate Bulk of Ringtone Revenue

2005-10-12T12:34:00.000-07:00

Telephia has reported that 60% of mobile ringtone revenues are generated by realtones. Traditional mono and polyphonic ringtones comprised nearly 33% of the revenue share, while callback tones accounted for 7% of the total revenues. Telephia debuts the first ever actual audience measurement report for ringtones in its new Mobile Audio Report, which tracks purchase activity for mobile ringtones, including traditional ringtones, realtones, callback tones, and voicetones from an opt-in panel of more than 30K wireless subscriber bills.

According to the Telephia Mobile Audio Report, realtones from pop divas Gwen Stefani, Destiny's Child, and Mariah Carey were favorites among mobile users. Gwen Stefani's Hollaback Girl, Cater 2 U by Destiny's Child, and We Belong Together by Mariah Carey were three of the leading realtones in July 2005. The Rap/Hip-Hop, Pop, Soul/R&B, Voice, and Alternative/Punk categories led realtone genres, comprising 76% of all realtone revenues. Rap/Hip-Hop alone accounted for a quarter of realtone revenues, with Pop and Soul/R&B posting 17% and 14%, respectively. Voicetones snatched 11% of realtone revenues, while the Alternative/Punk genre posted a 9% share.

Top Five Ringtone Genres by Revenue Share

Ringtone Genre	Share of Revenues

Rap/Hip-Hop	25%
Pop	17%
Soul/R&B	14%
Voice/Sound	11%
Alternative/Punk	9%

Source: Mobile Audio Report, July 2005
Note: Verizon data includes callback tones only; Cingular data includes AT&T subs only.

"Realtone downloads are more likely to mimic the success of online digital music downloads given the inclusion of vocals and improved voice quality," said Kanishka Agarwal, Vice President of New Products, Telephia. "Gwen Stefani's Hollaback Girl is a great example, as the song has topped both the realtone and online digital download charts, but did not make it into the top 20 for mono/polyphonic ringtone charts."

"The desire for personalization drives mobile users to pay a premium for ringtones with downloads at $1.99 as compared to $0.99 they pay for the entire track online. Realtones' high revenue share shows consumers are willing to pay even more at $2.99 for tones that sound more like a real music track," added Agarwal.

Source: Cellular News

Use of Mobile Data Services Hampered By Poor User Experiences, Survey Says

2005-09-16T16:11:00.000-07:00

Macromedia has announced findings of a new consumer survey conducted by Harris Interactive on behalf of Macromedia. The poll confirms that more than 8 out of 10 U.S. adults currently own a cell phone, but a combination of factors relating to consumer experience, including download speeds, confusing menu interfaces, poor graphics quality, and lack of relevant information, serve as barriers to increased use of data services.

The survey reports that, in addition to making and receiving calls, the most common cell phone activities include: using the calendar and address book (42%), downloading or playing games (33%), and downloading ringtones (32%). Among the least common uses is accessing online information services (21%). Consumer experience factors that prevent consumers from doing more with their cell phones include: connecting to network-based services is too slow (22%), menu options are not consumer-friendly (19%), and quality of graphics is too poor (13%). In addition, more than one quarter of U.S. adults polled (27%) claim that the information available from their cell phones is not useful for their day-to-day activities. Among those surveyed, 53% of U.S. adults would access traffic updates on their phones if the service were available, 42% would use their cell phones to participate in emergency responses such as Amber Alerts or SMS support of emergency responses, and 34% would access information about city events, restaurants, entertainment. Further illustrating how the cell phone has become an integral part of consumers' lives, 42% of adults said that they would not go on vacation without a cell phone, compared with only 24% who said that would not go on vacation without a camera.

Source: EContent.

Email, Weather, and Search Top Mobile Internet Use

2005-09-08T13:34:00.000-07:00

Telephia has reported that email, weather and search websites are the most popular categories among consumers logging online via their mobile phones. According to Telephia's newly launched Mobile Internet Report, 4.8% of the 191 million U.S. wireless population accessed web email sites in June 2005. Weather-related sites posted a reach of 3.9% of the total wireless audience, while the Search category attracted 2.9%. The Sports category came in at the No. 4 spot, with a total reach of 2.5%, while the News/Politics category attracted 2.1% of wireless consumers logging on via their wireless devices.

Table 1. Telephia Top 10 Mobile Internet Categories (U.S.)

                                            Subscriber Age Breakdown
                                            (% of audience for the
                                                    category)
Website Category      Subscriber Reach (%)  18-24  25-34  35-54  55+
1. Email                               4.8%    19%    29%    41%   11%
2. Weather                             3.9%    20%    28%    43%   10%
3. Search                              2.9%    24%    30%    32%   14%
4. Sports                              2.5%    18%    30%    41%   12%
5. News/Politics                       2.1%    14%    22%    45%   18%
6. Entertainment                       2.1%    18%    42%    33%    6%
7. City Guides/Maps                    2.1%    23%    34%    36%    8%
8. Games                               2.1%    21%    40%    34%    5%
9. Portals                             1.4%     4%    47%    33%   17%
10. Business/Finance                   1.2%    20%    17%    41%   21%
-------------------- ---------------------- ------ ------ ------ -----
Source: Telephia Mobile Internet Report, June 2005

Source: Cellular News

Teens love texting, study claims

2005-08-25T15:13:00.000-07:00

FRAMINGHAM, Mass.-Nearly as many U.S. teens acquired their cell phones primarily for text messaging as for talking, according to a study from consultant firm IDC Corp. and text-messaging provider SMS.ac.

The poll of 8,000 teens found that 36 percent of respondents bought their phones to send text messages, while 49 percent said chatting with friends was the main reason they got their phones. The study also found that boys were more inclined to use text messaging than girls, while girls were more likely to have purchased their handsets to call family or to use in emergencies.

"Unlike any technology before it, cell phones have become important social catalysts for teenagers," said Dana Thorat, an IDC research manager. "While parents can rest assured that they can reach their mobile teenagers virtually any place and any time, teens conversely perceive their phones as a means for gaining social acceptance and staying connected with friends."

Source: RCR News

Small Number of Mobile Games Drive Most Revenue

2005-08-24T23:44:00.000-07:00

Telephia has reported that nearly 30% of mobile game titles account for 80% of mobile game revenue. According to the latest data from Telephia's monthly Mobile Game Report, consumers paid an average of US$3.86 per game purchased for their mobile devices.

More >

Source: Cellular News

Web sites influential in consumer wireless purchases

2005-08-22T03:41:00.000-07:00

Popular Internet search engines like Google and Yahoo! are having an important influence on consumers shopping for wireless service, according to a survey conducted by predictive research firm Compete Inc. and Yahoo! Inc.

The study found that 37 percent of new wireless subscribers said online searches influenced their offline purchase of wireless service, compared with 21 percent who were influenced by TV commercials and 17 percent swayed by print advertisements.

The survey predicted that by the end of the year, nearly 24 million consumers will perform a search for wireless service on the Internet, representing more than $12 billion in potential annual service revenues. Nearly 19 million of those searches will involve the industry's five largest operators-Cingular Wireless L.L.C., Verizon Wireless, Sprint Corp., T-Mobile USA Inc. and Nextel Communications Inc.-while more than 5 million customers will search for prepaid services offered by Tracfone Wireless Inc., Virgin Mobile USA L.L.C. or Boost Mobile L.L.C.

Source: RCR News

Japan's KDDI to introduce mobile e-flyer

2005-08-20T00:25:00.000-07:00

KDDI announced a new mobile marketing service, targeting small businesses. Dubbed as Mobile Electronic Flyer Service, the new initiative offers small business owners to target their registered customers with electronic flyers sent onto their mobile phones.
It should be mentioned that flyers are popular way of marketing in Japan. You can see marketing people distributing flyers, often written by hand, on every corner of any crowded street in big Japanese cities.
The major difference from e-mail is that the e-flyer can be handwritten, including custom drawings and maps. KDDI bets that the novelty effect will gather customers’ attention to this new service.
Small business owners need to send a Fax to KDDI that will notify users by e-mail about the new flyer available for download. The users may click on the enclosed in the e-mail link to see the actual flyer stored on KDDI’s server (they need to set up a special free-of-charge software on their handsets to use the service first).
The service trial will be conducted from mid August to the end of November 2005.
Source: KDDI

Study says mobile gaming up 70% annually

2005-08-19T17:54:00.000-07:00

The number of households engaged in mobile gaming increased more than 70 percent during the past year, according to a study released Friday by Ziff Davis Media.

The company's annual gaming survey found that 27.9 million U.S. households played wireless games, up from 16.3 million in 2004. Players spent an average of $13 on games in the last two months, the study determined, and the average gaming session was 19 minutes.

Those who don't play wireless games cited small screen sizes, a lack of quality titles and high costs as the main barriers to mobile gaming.

The Davis Media study, which surveyed more than 1,500 random households, contrasts with a report released by The NPD Group earlier this week. That poll found a mere 7-percent increase in wireless gamers during the past year-from 20 percent to 27 percent of U.S. wireless subscribers-and discovered the average gaming session lasts 11 minutes.

Source: RCR News

Ring tone downloads on the rise

2005-08-09T19:27:00.000-07:00

The number of American mobile-phone services offering ring tones and video clip downloads is rising rapidly, new research shows.

Almost 23 percent of mobile-phone owners--around 30 million people--have downloaded ring tones to their mobile phones, while 5 percent did so in the previous year, a study by Ipsos Insight found.

***

"This represents yet another opportunity for industries looking to monetize U.S.-based digital-music distribution. Through a combination of increased ring tone availability and the desire to personalize one's mobile phone with their favorite or the most popular rings, the growth in this already burgeoning industry will likely continue unabated," Matt Kleinschmit, vice president at Ipsos Insight, said in a statement.

The study said 6 percent of mobile phone owners have reported having downloaded full songs to their mobile phones, though that type of service is not available widely yet. And a small number of mobile users are also trying out ring backs, short video clips and music videos.

Source: CNet

US mobile data market grows 80% as SMS finally makes impact

2005-07-30T09:06:00.000-07:00

The value of the US mobile data market increased by around 80% during the year to March 2005, according to the June 2005 edition of Informa Telecoms & Media’s World Cellular Data Metrics, as interoperability agreements finally helped SMS make a significant impact on the market, which has traditionally lagged behind Europe and Asia.

Total revenues from non-voice services for the four largest US mobile operators totaled more than USD 1.2 billion in Q1 2005, compared to USD 689 million in the same period of 2004.

Source: Mobile Game Developer

Mobile Carriers Are Distinct in Demographic Make-Up and Content Consumption

2005-07-25T19:59:00.000-07:00

If you're an American 18-year-old male who downloads mobile games, you're more than twice more likely to be a customer of Sprint than any other carrier. M:Metrics has found that there are distinct demographic characteristics among the top traditional carriers and MNVOs.

"Our data shows that each carrier attracts its own demographic, which correlates with the consumption of mobile content," observed Seamus McAteer, senior analyst and chief product architect, M:Metrics. "It's not just MVNOs that are focused on marketing to segments of the market -- traditional carriers also appear to appeal to subscribers based on age, gender and household income."

M:Metrics found that carriers like T-Mobile and Sprint have a high percentages of younger subscribers, particularly those between the ages of 18-34, the most voracious consumers of mobile content. As a result, mobile content consumption on both networks is above average, particularly in gaming, photo messaging and text messaging.

Nextel's subscriber base is even more niche. Nextel subscribers are 47.4% more likely to be a 35 to 44 year old male compared with subscribers on other networks, and the carrier has the highest%age of users whose household annual income surpasses $100,000 per year. Interestingly, a Nextel bill is four-times more likely to be paid directly by an employer than a bill from any other carrier.

Source: Cellular News

Teen Uniform includes Wireless

2005-07-23T10:09:00.000-07:00

Devices such as cell phones, handheld computers and MP3 players are threatening the traditional hold of the apparel industry on the spending priorities of the country's 15- to 24-year-olds, a report from MarketResearch.com division Packaged Facts indicated. Wireless companies looking to tap the segment's estimated $485 million in spending power should consider alternative marketing techniques.

Source: RCR News

Yankee Group Reveals Nearly 50 Million US Workers Are Mobile

2005-06-27T13:59:00.000-07:00

Enterprises evaluating wireless options predominately choose on price and coverage area. However, as the mobile workforce grows, enterprises have placed new value on wireless cost control and other administrative tools to help manage those expenditures. Forty percent of respondents place high importance on software that allows mobile phones to replace main office phones, which paves the way for increased growth.

Although clear growth opportunities exist, the enterprise market is dominated by three companies. Cingular continues to lead the B2B market with a 34% market share. For companies with only one carrier contract for all wireless services, Verizon edges out Cingular with a 31% market share, compared to Cingular's 30% stake. Once completed, the Sprint/Nextel merger will create a third force in the market.

Source: Business Wire

Is mobile marketing still in its infancy?

2005-06-15T22:56:00.000-07:00

The number of cell phone owners now reaches more than 1.5 billion worldwide and overtakes the number of global Internet users. Despite the huge popularity of cell phones among consumers, the lack of simple mechanism of placing advertisements onto small screens of mobile phones keeps advertisers away from wireless channel, according to Strategy Analytics.

In its "Advertising on the Fourth Screen: Opt-In To Dominate Mobile Marketing Spend" report, the market research company foresees only 2% of total $47 billion online advertising budget spent on mobile marketing in 2010, leaving it a niche revenue opportunity. According to Strategy Analytics, the main barrier for mobile advertising will be a "low consumer acceptance of advertising on their handsets, device fragmentation and negative sentiment from carriers towards marketing supported content models."

"We expect sponsored video and audio services to grow strongly over the next five years capturing 17% of total spend by 2010, while browser based advertising will claim the greatest share with 44%," said David Kerr, Vice President of Strategy Analytics.

Mobile Advertising Spending Worldwide, by Type, 2010:

• Browser – 44%
• MMS – 18%
• Download/streamed rich media – 17%
• Download Mid (Java, BREW) – 16%
• SMS/EMS – 5%

However, marketers look at mobile advertising with interest. According to a recent report from Forrester Research, at least half of the US marketers consider mobile phones as a new advertising channel in near future.

New Advertising Channels US Marketers Are Interested in Advertising on, 2005 (as a % of respondents):

• Blogs – 64%
• RSS – 57%
• Mobile devices (including phones and PDAs) – 52%

Source: eMarketer

Text Message Pilot Program Generates Big Response

2005-06-08T10:35:00.000-07:00

CLX is a wireless marketing company that is striking success with a new text message program. Their PollCast™ has teamed up with the hotel chain http://www.marriott.com/ to survey wireless customers. The program has demonstrated a response rate of 60%.

PollCast™ has had success with other marketing campaigns with major retailers and consumer brands. The program is on a subscriber-based, opt-in basis with users reaping benefits such as money, miles, or points for their participation in company polls.

It is unique in its ability to provide clients with data about the ‘hard to reach’ 15-30 year old customers.

Source: Yahoo! Finance

Coming Soon to a Tiny Screen Near You

2005-06-06T16:28:00.000-07:00

Americans bought $4 billion in wireless data services last year, Yankee Group says. But 85% of that was for simple text messages--and only one-third of U.S. residents have done even that. The remainder came from downloaded applications. And 60% of that sliver was for the easiest download of all:ring tones, according to Qpass, which helps carriers bill for data services.

Source: Forbes

Verizon Wireless Reaches 200 Million Downloads

2005-06-03T23:05:00.000-07:00

By June, 2005, Verizon is expected to surpass 200 Million downloads. Verizon's Get It Now service currently contains a library of more than 500 games, productivity tools, information services, ring tone providers, wallpaper providers, an IM chat client -- Mobile IM -- that includes access to Yahoo! Messenger, MSN(R) Messenger, or AOL(R) IM (AIM), and more. Verizon Wireless nationally launched Get It Now in September 2002. Other statistics from Verizon include:

- More than 120 million applications in the past 12 months, up from 61.5 million downloads during the prior 12 month period.
- More than 56 million applications in the first five months of 2005, compared to 34 million during the same time period of 2004.
- More than 22.5 million game applications from January through May 2005 - nearly double the same period last year.
- More than 50 million games have been downloaded since the launch of the service.

Source: PR Newswire

Men Chat More Than Women with Mobile Phones

2005-06-02T12:41:00.000-07:00

Cingular Wireless conducted their 5th Annual study about mobile phone usage and found "...men use their phones 35 per cent more than women, spending 571 minutes a month talking on their mobiles, compared to an average of 424 wireless minutes a month for women."

When it comes to the type of use, men use their mobile phone for business more than women, but the opposite is true when is comes to home use "...with women spending 491 minutes each month versus the 321 minutes per month that men use."

Also in the study, the survey revealed that [women] use...[the camera function]...more frequently, with 60 per cent of women taking pictures regularly, as opposed to only 40 per cent of men.

Source: vunet.com

13.6 Percent of Mobile Subscribers Downloaded a Ringtone in April

2005-06-01T09:41:00.000-07:00

Strong growth is occurring once again in the US as 24.58M mobile subscribers downloaded a ringtone in April, 2005. More than 60 percent of the subscribers purchased two or more, while over 33 percent downloaded three or more.

"Over one-fifth of subscribers who downloaded ringtones said they received at least some of their tones from sources outside the carrier walled garden," said Mark Donovan, senior analyst and vice president, products, M:Metrics. M:Metrics also found that overwhelmingly, consumers prefer musical ringtones to sound effects or voice ringtones.

Source: Business Wire

Camera phone usage is driven by women

2005-05-31T11:09:00.000-07:00

Wireless camera phones continue to attract new users each year. In 2004, about 12% of U.S. households had a camera phone, up from 2.5% in 2003. Cingular's data just confirms this trend and reveals an interesting fact about the usage of camera phones in the US.

According to an annual survey conducted for Cingular Wireless, 25% of women have a camera-capable cell phone, while only 21% of men do. And 60% of women use their camera feature frequently or occasionally with only 40% of men using as often.

We suggest that while the market is dominated with the low-resolution camera phones, such discrepancy in usage patterns of camera phones between men and women will persist.

Source: Yahoo! Finance press release

“Magic Reminder” Informs AND Reminds

2005-05-11T03:58:00.000-07:00

BlueBlitz.com has introduced its new marketing tool for mobile phones. “Magic Reminder” is the latest addition to the Magic Beamer system that allows businesses to send coupons, special offers, or any kind of information to customers, and also remind them later on.

The detailed reporting tool allows a business to learn more about who is using the services and what customers want most and can tailor their messages accordingly.

With Magic Reminder, customers can deny or delete its messages any time, so they will not be burdened with unwanted communications.

Karl Wendy of BlueBlitz says, “This product speaks for itself. Location- and permission based services are the future.”

Source: Yahoo Finance

Stats: Messaging drives mobile data revenues

2005-05-04T16:59:00.000-07:00

IDC research confirmed that text messaging was the main contributor to U.S. wireless carriers data revenues in Q4 2004. Out of a total of $1.6 billion in data revenues, messaging services generated $810 million.

According to the company, over 16 billion total messages were sent and received, and messaging revenues represented roughly half of total data revenues. While Cingular Wireless took top honors with over a quarter of total messaging revenues, Verizon Wireless was a close second.

Source: IDC

Stats: SMS usage varies with the age

2005-04-28T22:47:00.000-07:00

A quarter of American adults who have mobile phones have used the devices' text-messaging features within the past month, a study by the Pew Internet and American Life Project has found.

Conducted from January 13 to February 9 and based on a random telephone survey of 1460 cell phone users, the Pew study claims that 18-27 year olds are the most addicted to text messaging age group, with 63% of cell phone users actively using SMS. No wonder that the second place is taken by those aged 28 to 39 - 31% of this age group has used text messaging. In contrast, only 7% of those over 60 had SMS experience.

The Pew Internet and American Life Project also found that 28% of people who use text messages have received unsolicited commercial messages that way.

Source: Pew Internet and American Life Project

Stats: Text messaging is the king

2005-04-25T08:22:00.000-07:00

According to M: Metrics, the US mobile subscriber consumption of content and applications in February 2005 was on the rise with text messaging taking 37.3% share, followed by ringtone downloads (13.1%). The chart below illustrates the popularity of mobile data usage patterns among US mobile subscribers in February 2005.

Additionally, the company is the first to report on the consumption of branded mobile instant messaging. AOL Instant Messaging held the top position, with 46% of mobile IM users using its service in February, followed by Yahoo Instant Messaging with 30%, and MSN Messenger with 21%.

Sources: Mobile Game Developer and M:Metrics

Stats: American youth top mobile spenders

2005-04-18T09:00:00.001-07:00

According to Wireless World Forum, young Americans lead the world in spending on cell phones. In the U.S., 50 million cell phones owners are younger than 25 and have a spending power of $1 trillion. Wireless World Forum estimates mobile spending by this group to reach $100 billion in 2005.

Youngsters will spend $26.6 billion of this on messaging applications, followed by voice products at $12 billion, and $3.5 billion on mobile music programs.

These numbers are expected to triple by 2007, and mobile gaming is expected to be a big-dollar contender by 2007 also.

Sources: Chicago Tribune and Mobile Youth

Stats: Top 3 Operators have 70% of Households

2005-04-13T22:51:00.000-07:00

According to Forrester Research, two of every three U.S. households now have at least one mobile telephone. Moreover, single-phone households are currently a declining minority, and households with four or more mobile phones have grown at a rate of 57% in the past year.

Based on 5,600 household surveys, Forrester’s "US Mobile Growth Defies Conventional Wisdom" report states that due to the recent market consolidation the top three wireless operators will account for 70% of household penetration. In other words, they will provide 7 out of 10 cell phones to households in the United States. These top three operators are as follows:
Household presence:
Cingular - 28%
Verizon - 27%
Sprint/Nextel - 15%

Source: Forrester Research

Content: Cingular to debut singles as ringtones

2005-04-13T15:40:00.000-07:00

Cingular Wireless has announced Cingular Sounds™, a unique program that debuts new music singles as ringtones before they are released in stores or on the radio.

The first single available will be “Speed of Sound”, a 30-second ringtone from Coldplay’s new album, X&Y. Other artists will be added in the coming weeks and months.

Marc Lefar, Cingular’s chief marketing officer sees the new program as a huge marketing opportunity for the music industry.

“Cingular Sounds gives music companies and artists a powerful and profitable channel to reach tens of millions of potential listeners with their music.”

“The demand for ringtones and other mobile downloads has been growing exponentially, and we are confident that Cingular Sounds will accelerate that growth. That represents an exciting opportunity for the music industry.”

Sources: PRNewswire, CTIA Daily News

Stats: Most recognizable wireless brands among teens

2005-04-11T08:44:00.000-07:00

According to NOP World's mKids Study, Verizon Wireless leads the cell phone provider pack with 46% of US teens and tweens aware of the brand, closely followed by Cingular at 42%.

The most recognizable wireless brands among American youth are as follows:

Verizon 46%
Cingular 42%
Sprint 23%
AT&T 20%
T Mobile 14%
Nextel 11%
Virgin 8%
Cellular One 7%
Cricket 2%

Source: NOP World

Stats: Mobiles Surpass TV

2005-04-10T18:54:00.000-07:00

Television is on its way out and cell phones are in. A study conducted by Omnicom’s BBDO advertising group found that 31 percent of consumers, if asked to choose between products, would keep their cell phone, compared to only 12 percent that would keep their television.

Andrew Robertson, the CEO of Omnicom’s agency sees mobile advertising as a way to reach consumers who are more inclined to use their mobile.

“We are rapidly getting to the point where the single most important medium that people have is their wireless device.”

“Today, the delivery of marketing messages via (personal digital assistants) PDAs and smart phones results in recall rates twice that of TV advertising.”

Advertisers will be successful if they can create content that will engage the consumer and draw them toward the content.

Source: FinancialTimes.com and Washington Times

Stats: Mobile phone spam on the rise

2005-04-07T11:03:00.000-07:00

A survey commissioned by the University of St. Gallen and BMD Wireless, based on responses from over 1,600 consumers across Europe, North America and South Asia, claimed that 80% of mobile users have suffered from some form of unsolicited text message.

According to this study:

Consumers worldwide indicated that mobile spam has a negative impact on the brand of the mobile network operator (MNO). Subscribers would rather change their MNO than apply for a new cell phone number.
Most complaints about mobile spam are directed toward the MNO. In addition, consumers perceive mobile marketing messages from mobile operators as mobile spam.

In another report, Wireless Services, which claims to manage 15 to 20% of all text message traffic for U.S. wireless carriers, states 43% of all text is now spam. A year ago, said Wireless Services, that rate was just 18%.

The message is clear. MNOs must step in and fight with mobile spam, in order to prevent churn rates going up and hurting their business.

Sources: MobileSpam.org/ Wireless Services Corp.

Stats: Mobile supercedes Internet penetration

2005-04-01T13:00:00.000-08:00

By the end of March 2005, the US had a mobile penetration rate of 65%, according to the Mobile Media Monitor survey released by Enpocket. This quarterly study, which polled over 1,000 cell phone users, stated that for the first time mobile penetration surpassed Internet penetration (63%).

US mobile penetration of 65% means that around 180 million people currently own a cell phone. This relatively high penetration rate will invariably lead to modest future mobile growth expectation. Thus, wireless operators should concentrate on introducing data services as an additional revenue source, due to constantly declining voice revenues.

Among data services, text messaging is going to be the main revenue driver for wireless operators in near future. Currently, almost 40% of mobile owners are regularly sending and receiving text messages. Although data revenue for operators accounted only for 5% of total service revenue in 2004, non-voice services are poised to increase to 30% of the operator’s revenue pie in next five years. [Posted by Alexei]

Source: WBT News Desk

Co-branding: Billboard unveils mobile music products

2005-03-15T13:00:00.000-08:00

MFORMA, a leading publisher and distributor of mobile entertainment, and Billboard, a leading source of music and entertainment news, charts and reviews, announced their entrance into the mobile music marketplace and a long-term, exclusive partnership to deliver a wide array of new music services under the name Billboard Mobile. In addition to access to the popular Billboard charts, Billboard Mobile will deliver streaming audio for ringtones and music, and music industry information such as music reviews and artist news, tour dates, concert venues and ticket information. Billboard Mobile also delivers entertainment applications such as mini-games and music trivia.

Billboard Mobile will additionally provide purchase pathways to singles as well as full albums with purchases billed on the user’s monthly mobile phone invoice. Billboard Mobile will fully integrate promotions and co-marketing programs with Billboard.com, which attracts 2.5 million visitors every month. Billboard Mobile is expected to launch in North America in April 2005. [Posted by Aaron Bordeianu]

Source: MFORMA press release
Mobile Vendor: MFORMA

Sweepstakes: Scion’s “Reveal Your Hidden Code”

2005-02-14T10:46:00.000-08:00

Toyota Motor Sales’ Scion division ran a sweepstakes promotion, and used text messaging for the secondary drawing. At the registration web site, (ScionHiddenCode.com), if you did not win the first drawing, participants can enter the immediate secondary drawing by providing a text message capable phone number. The promotion, administered by ePrize, gives away 2005 Toyota Scion Models, as well as Scion wristwatches, backpacks and hats.

Client: Toyota Motor Sales, U.S.A., Inc.: Scion
Sweep Admin: ePrize LLC (ePrize.com)
Date: February 14 to March 15, 2005
Web Site: Scion.com
Web Site: ScionHiddenCode.com

Campaign: Doritos “inNw”

2005-02-01T19:55:00.000-08:00

PepsiCo's Frito-Lay division launched a text & web site promotion for Doritos in late January. Billboards invited "Millennials” (16-24 year olds) to guess what the mysterious “inNw?” stood for, and text message it to 46691. Return messages encouraged participants to visit the innw.com web site where they could win prizes. BBDO New York drove the creative, and Tribal DDB Dallas developed the web site. Mobile marketing firm Hip Cricket provided the text-messaging component.

Client: PepsiCo's Frito-Lay, Doritos
Agencies: BBDO New York (creative & traditional advertising) & Tribal DDB Dallas (web site); Hip Cricket (mobile)
Objective: Drive traffic to innw.com web site
Target: 16-24 year olds, "Millennials”
Launch Date: Late January
Traditional Advertising: Billboards, online media
Short Code: 46691
Contacts: Jared Dougherty - Spokesperson, Frito-Lay
Contact: Lora DeVuono - VP Advertising, Frito-Lay North America
Contact: Scott Johnson - Executive Creative Director, Tribal DDB Dallas
Article: ClickZ: Frito-Lay Urges "Millennials" to Seize the Moment

Stats: 2004 Mobile Marketing Revenue hits $11.5 million

2005-01-25T20:17:00.000-08:00

Frost & Sullivan’s report, ‘An Insight into the United States Mobile Marketing & Short Code SMS Markets,’ states 2004 mobile marketing revenue totaled $11.5 million, and will reach $69.3 million in 2007. Vikrant Gandhi, Industry Analyst, offers that, “Enhanced interactivity and speed of response give mobile marketing campaigns an edge over traditional media such as television and radio.”

Consulting Firm: Frost & Sullivan
Press Release: Mobile Marketing Upswing Aided by Superior InteractivityTitle Text
Publish Date: January 25, 2005

Sweepstakes: Coke Music SMS Sweepstakes

2005-01-07T13:00:00.000-08:00

The Coca-Cola Company is currently implementing the use of two-way
text-messaging technology in its "Coke Music SMS Sweepstakes". The sweepstakes, administered by ePrize, allows participants to register for both the instant win and sweepstakes games simultaneously by entering the text message "Music" to the short code "COKE" on their mobile phones for a chance to win a variety of prizes ranging from the grand prize of an authentic leather American Idol couch to additional prizes such as Nokia 3300 cellular phones and Phillips portable MP3-CD players. Winners will be notified of their prize via text message as will non winners who will be provided an additional code to be entered at the sweepstakes website (www.cokemusic.com/home/newindex.jsp) for a chance to win additional prizes.

Client: Coca-Cola Company, U.S.A.
Sweep Admin: ePrize LLC (ePrize.com)
Date: January 7, 2005 to March 31, 2005
Web Site: www.cokemusic.com/home/newindex.jsp