| Opinion - 'MMS will revolutionise mobile-based promotions' by Pamir Gelenbe |
| Friday, 31 January 2003 | |
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Incentive Today: February 2003 - The hurdles MMS must overcome before making an impact on the world of promotions should not be underestimated. The penetration rates of MMS enabled handset manufacturers and the extra cost of sending these messages, are a few of these. While another couple of years will pass before we're in the full grip of the multi-media messaging tide, there is no doubt that this is the future of mobile messaging development. From our perspective, the arrival of MMS is more an evolution than revolution in the mobile marketing industry. However, for prospective clients who have to date been put off from using the medium, this development is very much revolutionary.We believe more brands will now consider mobile as a viable medium for future promotions because they can communicate their brand offering and values in a way that is familiar to them and their consumers SMS has been perceived by some brands as an activity confined to school playgrounds. Not only this, but the 160 characters available constrains what can be communicated. Because it's visually poor, it is also assumed to be an un-creative medium. While the overall success of SMS in a promotions context has not been hampered by these limitations and misconceptions, it is understandable that some brands have shield away from it. Accepting 2003 will be a year of trial MMS activities as opposed to real return on investment from large-scale activities, 2003 will also be a year when brands which previously wrote off text, re-consider it. Analogous to moving from Laurel & Hardy's silent, black and white pictures to the surround sound, digitally enhanced experience of the modern day cinema, the world of promotions via mobile will be equally enhanced. Imagine, for example, taking part in a music themed on-pack promotion, receiving a short video clip and polyphonic ring-tone form your favourite band or pop-star. Not only is the mobile medium growing up, with campaigns now successfully targeting older age brackets, but MMS makes promotions on our handsets, which we as consumers are more familiar with, achievable. © Copyright Flytxt Ltd 2006. Unauthorized use of any content constitutes a material breach. |
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