Mobile Stats: Global Consumer Mobile Messaging to Reach $88 Billion By 2012

Fierce Wireless

Fierce Wireless reports from various sources:

“Total spending on mobile messaging services by consumers will rise 15% from $65 billion in 2007 to over $88 billion by 2012, according to a new Strategy Analytics report, “Global Mobile Messaging Forecast 2007 – 2012.”

“SMS use has exploded over the last 3 years in the US. In North America, we expect healthy growth over the next five years with the region contributing to 25% of total end-user spend on mobile messaging by 2012.”

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Msgme Campaign Spotlight: Equal Vision Records – Damiera

Campaign Overview
The Equal Vision Records wanted to make it easier for Damiera fans to connect with its indie-progressive artist. Using Msgme, Equal Vision and Damiera created a direct-to-consumer marketing campaign that effectively combines the interactivity of mobile, online promotion and traditional print advertising.

Campaign Objective
Create and build mobile subscriber lists to keep Damiera’s loyal fans connected with mobile updates, the latest band news, 2008 summer tour dates, local discounts and multimedia content.

Marketing Tactics
Equal Vision printed mobile calls-to-action on Damiera album CD inserts and each song listed on the album includes a mobile ringtone price. Fans simply text DAMIERA to 67463 to receive exclusive access to the band’s ringtones, wallpapers, tour dates, polls and more.

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Msgme Campaign Spotlight: BMW X6 Sport Activity Coupe

Campaign Overview
The BMW X6 mobile campaign showcases an interactive agency leveraging the immediacy of mobile to enhance a major international brand. Luxury automaker BMW partnered with leading interactive agency, iconmobile, to create a powerful cross channel marketing campaign with multiple touchpoints and all included mobile calls-to-action.

Campaign Objective
Drive interested BMW potentials to the fully branded BMW X6 WAP site by texting a keyword to 67463 (MSGME) to view its specifications, technology upgrades and find the location of a BMW dealer in their neighborhood.

BMW X6 WAP Site

http://www.bmwusa.com/allnewx6/mobile.

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Industry Case Study: NY Yankees’ Mobile Voting

Campaign Overview: The New York Yankees’ television network, YESNetwork, wanted to leverage the immediacy of mobile with the popularity of its Player of the Game television segment.

Campaign Objective: To extend the interactivity of the Yankee Player of the Game, enhance fans’ experience and create an interactive mobile branding channel.

Marketing Tactics: YESNetwork encourages Yankee fans to participate with SMS mobile voting during the seventh inning of each Yankee broadcast. The Player of the Game call-to-action appears on-screen and lists four top performing players to be selected. Participants text 1, 2, 3 or 4 to the short code 58772 to vote. The Player of the Game mobile campaign vote extends to basketball, as New Jersey Nets’ games are also broadcast on the YESNetwork. To include attending fans, Player of the Game mobile voting call-to-action placements are promoted at Yankee Stadium and the Izod Center, home of the Nets.

Conclusion: With an easy-to-use, cost-effective mobile marketing solution, YES has increased fan participation in two major sport verticals. YES continues to climb in television ratings and the addition of a mobile marketing channel, Yankee and Nets’ fans can now participate from anywhere directly from their mobile phone. YES delivers mobile content requested by fans and continues to invent creative strategies to build on an already established Yankee dynasty. Maybe mobile can help the Nets win their first championship since entering the NBA in 1976.

Industry Case Study: Jack in the Box Uses Mobile to Increase Sales

Campaign Overview: Popular fast food chain, Jack-in-the-box wanted to create a direct-to-consumer mobile marketing channel.

Campaign Objective: Leverage the rise in commuters taking public transit and increase sales by driving consumers to Jack in the Box retail locations with mobile campaigns.

Marketing Tactics: Jack in the Box partnered with BART (Bay Area Rapid Transit) in the San Francisco Bay Area and Sprint to provide commuters the ability to pay BART fares and Jack in the Box tabs on their mobile phones. Consumers could remotely download BART fares and “Jack Ca$h” gift cards onto their mobile phones, check card balances, review transactions and increase the card balance. Participants held their Sprint provided mobile phones up to select Jack in the Box and Sprint smart advertisements on BART station walls to download Sprint related content and directions to the nearest retail location. Participants interested in visiting Jack in the Box retail locations were then able to use their phones to pay for their meals.

Conclusion: With detailed mobile analytics and reporting, Jack in the Box could strategically track the increase in retail sales. Jack in the Box created an innovative mobile channel to make it easier for customers to receive information they want, easily manage their daily commute and make payments with one device.

MMA Revises Consumer Best Practices Guidelines

The Mobile Marketing Association released the latest version of its bi-annual U.S. Consumer Best Practices Guidelines for Cross-Carrier Mobile Content Services. Version 3.3 was released July 9. The MMA’s guidelines oversee cross-carrier mobile content services, including text and multimedia messaging, short codes, interactive voice response (IVR) and the mobile Web.

About MMA
The Mobile Marketing Association (MMA) is the premier global non-profit association that strives to stimulate the growth of mobile marketing and its associated technologies. The MMA is a global organization with over 650 members representing over forty countries. MMA members include agencies, advertisers, hand held device manufacturers, carriers and operators, retailers, software providers and service providers, as well as any company focused on the potential of marketing via mobile devices.

mmaglobal.com

Msgme Campaign Spotlight: Sears Roebuck – Imaginate Tour

Campaign Overview
Sears, Roebuck and Co., a leading broadline retailer based in Hoffman Estates, IL, used interactive agency Think Bravo to create an interactive mobile marketing channel to engage Latin American customers.

Mobile Objective
Use SMS communication, popular with Latin American demographics and create marketing campaigns to engage Spanish speaking customers with mobile calls-to-actions to vote and win various prizes.

Marketing Tactics
Leveraging Msgme’s Subscription feature, ideal to create and build subscriber lists for direct-to-consumer targeted marketing, Think Bravo and Sears launched a national “Imaginate Tour” campaign, mobile was used to showcase contestant makeovers. Mobile messaging was also used to promote and announce makeover winners, competitions and tour locations. The mobile component was a more efficient, automated way to advertise contests than traditional print marketing. To stay informed of “Imaginate Tour,” Think Bravo supported its online promotions and created regionally targeted mobile alerts. Participants could signup to receive different alerts on the Sears registration website. Upon registration, the respective opt-in was delivered to the participants mobile phones in Spanish and confirmed for appropriate sign-up.

Industry Case Study: JC Penney Goes Back-to-School with Mobile

Campaign Overview: JC Penney Company Inc., a leading national retailer, with advertising agency Saatchi & Saatchi will integrate mobile into its 2008 back-to-school marketing plan.

Campaign Objective: Add non-traditional media marketing tactics, including mobile, to JC Penney’s overall marketing strategy and engage interactive teenage customers.

Marketing Tactics: JC Penney and Saatchi plan to promote the mobile offering with an online call-to-action. Consumers text STYLE to the shortcode JC4ME. The marketing campaign begins July 18, with a cinema ad, tv spots, print ads, a microsite and mobile marketing. Participants opt-in to receive text-message alerts with updates on fashion ideas, special store offers and sales.

Conclusion: JC Penney’s lifestyle image clothing brands will be marketed using recreated scenes from “The Breakfast Club,” teens from different social groups coming together and for this campaign, wearing JC Penney outfits. This integrated mobile component of JC Penney’s marketing strategy is perfect for its target market, engaged, interactive and mobile teenagers.

Industry Case Study: Ikea and Mobile Coupons

Background: Swedish furniture giant Ikea wanted to leverage the popularity of mobile with its customers and create a new marketing channel.

Objective: Engage loyal Ikea customers with mobile coupons redeemable at select stores.

Strategy: Ikea customers join Ikea Mobile by texting a keyword to receive mobile coupons redeemable and scanned at select stores. Consumers text IKEA1 to 30364 to join and soon receive a coupon to scan at IKEA’s mobile kiosk. The kiosks print coupons on site.

Results: Mobile coupons allows IKEA to create and build mobile subscriber lists for targeted marketing initiatives. Though IKEA’s email lists are extensive, email is not always a direct channel to reach consumers. Most mobile users can direct email to their mobile device, not everyone uses their main email address to receive promotions. Double opt-ins ensure customers want to receive real-time updates, news, promotions and in this case, IKEA coupons. Ikea rewards loyal customers with coupons, while building a mobile loyalty program subscriber list.

Msgme Campaign Spotlight: Toyota Yaris – YR SXSW

Campaign Overview:

The Toyota Yaris’ “YR SXSW” campaign is creative widgetry at it’s best along w/ an excellent use of our Futuretxt product. Waterfall collaborated w/ Drill Team to deliver SMS alerts to SXSW attendees, all powered by popular industry blogs. Drill Team took it a step further and customized a “Check Box” widget (see below) to allow folks to sign up for multiple alerts (yes, multiple opt-ins). Also, to be sure folks remember their “must see” shows, an “Itinerary SMS Reminder” feature was built to deliver text messages 60 minutes before each show. An excellent use of Msgme and accouterments.

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