Precision Marketing - Publishing giant Hachette Filipacchi UK is stepping up its mobile marketing to boost insight and loyalty programmes and build a dedicated reader database.

New Media Age - Capital Radio is to embark on an expansion of mobile activity across all its brands, with MMS services expected, following the appointment of Flytxt to run the group's mobile strategy. O2 previously supplied mobile services to Capital.

Media Week - Capital Radio will step up its mobile telephone activity following a decision to retain its deal with mobile technology specialists Flytxt. The group will develop a cross-department strategy for its radio brands – Capital FM, Capital Gold Networks, Xfm, Choice FM and Century FM – to focus on sales, marketing and programming. A core part of the new strategy will be using Flytxt’s new strand of its Direct division, giving Capital’s in-house team the opportunity to develop SMS and MMS campaigns based around programming activities, such as quizzes and competitions.

Mad.co.uk - Hachette Filipacchi has announced that it is to team up with mobile technology services provider, Flytxt, in a deal that will see the company launch a campaign across nine of the publisher's magazines. The campaign, which will focus on Hachette's youth orientated titles, will aim to build up brand awareness, whilst enlarging mobile databases, increasing reader loyalty, and creating new revenue streams.

New Media Age -  More brands are starting to use mobile marketing, and not just the youth-orientated ones you might expect, reports Dianne See Morrison.

New Media Age - As traditional agencies’ skills expand, the role for mobile specialists will change. But there’s still a lot for them to do, finds Clare Goff