"MOBILE MARKETING IS THE MOST PRODUCTIVE AND COST EFFECTIVE MEDIUM FOR REACHING A HIGHLY DESIRABLE DEMOGRAPHIC.”

- AvantGo campaign response analytics on SMS results for American Airlines, CNN and Rolling Stone Magazine 05/10/2004

* An “Always On” device – Open rate is virtually 100%
* Creates the right image within the youth and young adult market
* Up to 15 times higher response rates than online advertising
* Up to 10 times higher response than traditional advertising
* Higher recall than television
* Allows direct two-way dialogue with the customer
* Creates mobile database for effective follow-up messaging
* Customers are retained by the use of an interactive service
* Added value to off-line and online advertising
* Targeted
* Measurable
* Over 12.5 billion messages are sent each month in the United States

Savvy brands and media companies around the globe are using text applications to build relationships with their consumers through promotions, interactive campaigns and competitions. Effective mobile marketing helps drive revenue and creates loyalty among consumers.

Mobile marketing offers a unique communication channel that is:

* Interactive
* Direct
* Targeted
* Measurable
* 24 hours a day, 7 days a week
* Cost-effective

SMS or Short Message Services is a technology for sending small text messages of 160 characters or less over wireless phone connections to other SMS-enabled phones. The service has 128-bit encryption which makes it secure and uses little network bandwidth.

SMS initially started in Europe within the youth segment as a primary way to send short messages. It is also now becoming a standard for communicating with the new consumer and driving sales and foot traffic.

Marketers have a unique opportunity to harness the power of this interactive and personal medium. Brands can now reach consumers anywhere and anytime with a relevant message and track responses in real-time. SMS is a powerful marketing tool which effectively targets audiences who are difficult to reach through traditional media channels.

In general, mobile users are very accepting of advertising that is delivered within the context of relevant, value-added messages that match the user's profile. Mobile marketing is an efficient vehicle for building brand awareness because it has the ability to deliver highly targeted, time-sensitive messages to captive audiences.

Brand awareness can also be significantly increased through leveraging recognizable events and activities. SMS campaigns are uniquely tailored to appeal to a mobile user's interests and preferences thus delivering strong brand recall and high click-through rates.