HBS Working Knowledge: Marketing: Cell Phone Ads that Consumers Love
HBS Working Knowledge: Marketing: Cell Phone Ads that Consumers Love: "Consumers Love
February 28, 2005
Cell spam? No one wants the bother. But London-based Flytxt has convinced users to give personal information in exchange for direct marketing pitches to their phones. A Strategy & Innovation case study.
Feb. 28, 2005 Issue
Are You Auction Savvy?
Cell Phone Ads that Consumers Love
Making Competitiveness a Lever for Good in Africa
Funding R&D for Neglected Diseases
Summing Up: How Do We Know When and Whether to Blink?
Easy Print
Send us an Email
Email to a Friend
RSS/PDA Options
by Steve Wunker
Cell phone use in Europe has long outstripped that in North America. Indeed, by 2000, text messaging averaged about 40 messages per European subscriber per month�over 10 times U.S. levels.
The success of 'texting' in Europe has been explained by the viral nature of the medium, its relatively low pricing, and its large, easily accessible network. But the traction that texting gained within the advertising industry, in the form of mobile marketing, can only be attributed to the forces of disruption. And one London-based firm, Flytxt�with its pioneering take on how texting could enhance the art of advertising�provides the perfect example of how innovative thinking and nimble reflexes, plus a little perseverance, can help a company stay successful.
In search of the right business model
By 2000, several European companies sought ways to use the cell phone as a direct marketing tool. The device seemed ideal�it was highly targetable, it was interactive, and its small size and immediacy allowed quick response to changes in mar"
February 28, 2005
Cell spam? No one wants the bother. But London-based Flytxt has convinced users to give personal information in exchange for direct marketing pitches to their phones. A Strategy & Innovation case study.
Feb. 28, 2005 Issue
Are You Auction Savvy?
Cell Phone Ads that Consumers Love
Making Competitiveness a Lever for Good in Africa
Funding R&D for Neglected Diseases
Summing Up: How Do We Know When and Whether to Blink?
Easy Print
Send us an Email
Email to a Friend
RSS/PDA Options
by Steve Wunker
Cell phone use in Europe has long outstripped that in North America. Indeed, by 2000, text messaging averaged about 40 messages per European subscriber per month�over 10 times U.S. levels.
The success of 'texting' in Europe has been explained by the viral nature of the medium, its relatively low pricing, and its large, easily accessible network. But the traction that texting gained within the advertising industry, in the form of mobile marketing, can only be attributed to the forces of disruption. And one London-based firm, Flytxt�with its pioneering take on how texting could enhance the art of advertising�provides the perfect example of how innovative thinking and nimble reflexes, plus a little perseverance, can help a company stay successful.
In search of the right business model
By 2000, several European companies sought ways to use the cell phone as a direct marketing tool. The device seemed ideal�it was highly targetable, it was interactive, and its small size and immediacy allowed quick response to changes in mar"
posted by admin | 1:52 PM
0 Comments:
Post a Comment
<< Home