Yahoo! Mobile Europe today announced its partnership agreement with Flytxt, the mobile marketing services provider, to use Flytxt Direct* to provide real-time cross selling activity to boost mobile content sales.  Flytxt is working closely with the mobile division of Internet company Yahoo! Europe to drive sales by using WAP push.  Flytxt’s cross-selling service helped to clinch the on- going contract following a trial period in the UK market and is due to roll out across Yahoo! Mobile France and Germany later this year. 

The service is delivered via Flytxt Direct, Flytxt’s mobile CRM cross-selling engine which employs an intelligent and rules based approach to targeting customers. It works by sending out information to consumers who have just purchased content and runs as follows:
The consumer buys a piece of content e.g. a mobile wallpaper.

- Within a predefined time (between 30 seconds and 3 minutes) Flytxt sends out a WAP push or SMS promoting another piece of relevant  content.

- Flytxt’s engine is rule based and messages sent out respond to a certain criteria - a) the piece of          content that was purchased, b) the recipient's demographics if stored on the database, c) time of day, and d) previous purchase history for that user.

- The system does not try to cross-sell a product that has been previously purchased.

Lance Johnson, General Manager, Yahoo! Mobile Europe said: “Now that technology, handsets and usage are catching up, we’re seeing significant revenue streams developing within the mobile content side of the business.  Flytxt’s technology is intelligent and we’re already seeing a significant 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.”

Ends -

Notes to Editors:

*  - Other than cross-selling with Flytxt Direct 3.0, clients can:

-       Design and create SMS and MMS campaigns in real-time to mobile databases

-       View incoming SMS and MMS messages from your consumers

-       Set up votes, polls, quizzes and competitions in four easy steps

-       Segment your database with powerful filtering criteria that you set

-       View and automate reports in real-time

About Flytxt

Flytxt, the marketing services provider, has become synonymous with quality and innovation within the mobile marketing and content industries.

Incorporated in 2000, Flytxt founded the phenomenon that has become “mobile marketing” today and has since also become the provider of choice within the mobile content sector. Flytxt’s clients are the leading brands from across the media, entertainment, FMCG, retail, leisure and mobile operator sectors. Its technology has delivered some of the most complex mobile programmes that the industry has known.

As a founder of the Mobile Marketing Association (MMA), Flytxt is dedicated to ‘permission-based communication’ and is sensitive to consumers’ privacy.

About Yahoo!

Yahoo! UK & Ireland, Yahoo! France and Yahoo! Germany are subsidiaries of Yahoo! Inc., a leading provider of comprehensive online products and services to consumers and businesses worldwide. Yahoo! is the No. 1 Internet brand globally and the most trafficked Internet destination worldwide. Headquartered in Sunnyvale, Calif., Yahoo!'s global network includes 25 World properties and is available in 13 languages

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