The Three Cs of Mobile Marketing Success
Looking at the relative success rates of different mobile campaigns attempted by operators, I am tempted to redefine the traditional 3C-based marketing approach. For operators, the three Cs that will drive the success of marketing programmes will be customer centricity, contextual offers, and conversational marketing.
Are Operators Addressing Subscriber Intent?
Intent marketing in a mobile operator scenario is about reviving the purchase intent of a mobile subscriber who has earlier attempted to purchase a product or a service without enough prepaid balance. Presenting his views Hetarth Patel, VP Sales, Flytxt says that Its objective is to Identify lost opportunity due to temporary (timely) lack of balance or qualifications, and resurrect such opportunity by sending timely offers to subscriber once the balance is available and/or qualification criteria is met. It is estimated that on an average about 60% of those subscription transactions from mobile users online fail due to lack of enough pre-paid balance. The volume of failed transactions is so high that it makes a certain case for mobile operator’s to invest in Intent Marketing.
Are operators addressing subscriber’s intent? Asks Flytxt’s VP
Presenting his views Hetarth Patel, VP Sales, Flytxt says that Its objective is to Identify lost opportunity due to temporary (timely) lack of balance or qualifications, and resurrect such opportunity by sending timely offers to subscriber once the balance is available and/or qualification criteria is met.
Is the threat of OTT Encroachment on SMS Revenue Real?
It would not be exaggeration to say that SMS is the most prolific applications a mobile phone user has ever seen. Since the adoption of SMS messaging in early 90’s, it has come a long way. In 2010 alone, around 6.1 trillion SMS messages were sent across the world – about 2 Lakh messages every second[i]. We are yet to see the actual numbers of 2011, but it was estimated to be around 8 trillion. The astounding growth of the medium can be attributed to its simplicity and the fact that it is supported by majority of handsets.
Customers and Partners
