| Yahoo! Gets cross with Flytxt |
| Monday, 28 February 2005 | |
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Mobile Entertainment - Web Portal uses cross-selling tool to get closer to users.YAHOO! Mobile Europe is the latest brand owner to adopt the mobile cross selling tool Flytxt Direct. The company will use it to boost mobile content sales based on properties created by its Internet portal business. Flytxt Direct, owned and run by UK-based mobile marketing agency Flytxt, works by sending out useful information to consumers who have just made a purchase. For example, it sends them a WAP push or SMS promoting another piece of content but uses rules based on customer profiles to ensure it is relevant-and that they haven’t already received it.Yahoo adopted a cross-selling service following a trail period in the UK Market and is due to roll out across Yahoo! Mobile France and Germany later this year. Lance Johnson, general manager, Yahoo! Mobile Europe said: “Now that technology, handsets and usage are catching up, we’re seeing significant revenue streams developing in mobile. Flytxt’s technology is intelligent and we’re already realising a considerable commercial impact.” Pamir Gelenbe, co-founder of Flytxt, added: “Real-time-cross selling is a no brainer for any content provider. By using Flytxt Direct, mobile content providers can boost their mobile content revenues and achieve greater ROI on their content promotion.” The deal signals yet another milestone in Yahoo!’s drive into the mobile channel. The company announced in February that wireless messaging specialist Mobile 365 was to provide the connectivity for products and services such as Yahoo! Mail and Yahoo! Messenger plus ringtones, videos, games, logos and picture messages. © Copyright Flytxt Ltd 2006. Unauthorized use of any content constitutes a material breach. |
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