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Mobile Advertising
TagAge supports NFC pilot in Frankfurt
1 year ago
RMV (Rhein-Main-Verkehrsverbund GmbH) and VGF (Verkehrsgesellschaft Frankfurt am Main GmbH) are launching a new service for Frankfurt’s public transportation. By using a combination of QR codes and NFC technology, passengers can find real time schedules, online information about connections, special events or points of interest. Hansaprint with its TagAge service has supported this innovative six-month pilot by providing the necessary “Info-Modul” stickers, which are mounted within Frankfurt’s underground trains and the traditional Ebbelwei Express.
Image copyright RMV
By touching the sticker with an NFC-enabled mobile phone or scanning the QR code, the mobile device knows in which traffic line the customer is located and a web page opens. Depending on which part of the “Info-Modul” the customer selects, RMV’s, VGF’s or Frankfurt’s mobile web pages are opened. Hansaprint’s experience has been used to provide the stickers suitable for outdoor conditions, with changing layout and also variable encoded data, both in QR codes and UPM Raflatac’s NFC tags – all kept in sync with each other.
“We are very enthusiastic to support RMV’s and VGF’s efforts in this pilot. We feel that this pilot is an excellent example of taking NFC technology out to the real world, where it truly shines and gives concrete benefits to end users. Our mission is to help innovative service providers such as RMV and VGF in creating as user-friendly and beneficial services as possible, while we take care of the physical products by combining NFC and print technology in new kinds of ways. Our TagAge service is so easy to use that creation of the NFC-enabled stickers has been a fluent and quick process for RMV and VGF. ”
says Jukka Saariluoma, Development Director, Hansaprint.
For further information, please contact:
Mr. Jukka Saariluoma, Development Director, Hansaprint, +358 (0)400 447 619
Mr. Samuli Strömberg, Vice President, Marketing, UPM Raflatac, RFID, +358 (0)40 740 9588
About Hansaprint
Hansaprint is a leading printing house in the Nordic region and a service company specialised in comprehensive marketing solutions. The company concentrates on developing printing and logistics services in the field of marketing communication, multichannel services and marketing services that generate measurable benefits for its customers. Hansaprint is headquartered in Turku, Finland and has subsidiaries and partners in all Nordic countries as well as in Western Europe, Russia and Hungary. Hansaprint is part of the TS Group. The other major owner of Hansaprint is Sanoma. In 2009, Hansaprint Oy’s turnover was 106,5 M EUR.
About UPM Raflatac
UPM Raflatac, part of UPM’s Engineered Materials business group, is one of the world’s leading suppliers of self-adhesive label materials and the world’s number one producer of HF and UHF radio frequency identification (RFID) tags and inlays. UPM Raflatac has a global service network consisting of 13 factories on five continents and a broad network of sales offices and slitting and distribution terminals worldwide. UPM Raflatac employs 2,600 people and made sales of approximately EUR 0.95 billion (USD 1.3 billion) in 2009. Further information is available at www.upmrfid.com.
Orange To Expand Mobile Advertising Services To All Of Europe, Including Localized SMS & MMS Ads
1 year ago
As MWC heads into full swing the announcements are coming in hot and heavy, starting with Orange debuting it’s mobile advertising plans for 2010.
You may remember Orange announcing a pilot program about a month ago related to it’s integration with Blyk, dubbed “Orange shots,” which serves SMS/MMS ads based on user preference and other user data obtained through the carrier. With the pilot proving very successful, Orange is furthering it’s plans to cover its entire European footprint by the end of 2010.
Orange is taking things a step further by bringing interactive SMS and MMS advertising into new markets and tailoring offers locally to give advertisers new and targeted ways to engage with customers, no matter where they might be located across Europe. Depending on which market, each offer is tailored to incentivize customers with localized, relevant rewards such as exclusive content, film and games reviews, celebrity gossip, free texts, prizes and other benefits like up-to-date sports information.
The key to Orange’s strategy is its emphasis on tailored localized services for each geographic region in its footprint. For example, Orange will debut a new interactive ad-supported service called “Mio” in Spain this month, which provides all mobile customers in Spain the chance to opt-in, reaching beyond youth audiences, and serving highly relevant and location-based ads tailored to Spanish mobile customers.
Other mobile advertising trials are also taking place in Egypt and Jordan in the first half of this year, allowing for expansion into emerging markets, as well as mature markets overtime. This localized approach is exactly what carriers should have been doing for a long time- utilizing the data it retains to provide unparalleled targeting and relevancy possibilities for mobile advertisers.
Paul Francois Fournier, Executive vice president in charge of audience and advertising says: “Orange is at the forefront of giving advertisers exactly what they need – direct, targeted dialogue with customers. Supported by our global ad-sales network and combined with our unique multi-screen reach, our new mobile ad-models go beyond display advertising to create more value for advertisers, create a richer experience for customers and maximize the use of our networks with clever innovation.”
To help localize interactive offers in different markets Orange has formed strategic partnerships with various providers, including Blyk in the UK and Velti in Spain. Last year in the UK, Orange launched a new prepaid tariff called Monkey for young pay-as-you-go customers, allowing advertisers to send customers targeted messages based on their feedback in return for great offers from their favorite brands. Orange UK now has over 100,000 Monkey subscribers, and intends on furthering its success by its new 2010 initiatives.
The Blyk-provided pilot, or “Monkey” services released a short time ago, proved that carriers have the power to provide some of the best mobile advertising capabilities available. As Orange furthers its strategy, it’s likely it will help other carriers wake up and smell the opportunity, though it may only be wishful thinking.
GS1 white paper “Mobile in Retail”
1 year ago
Mobilize Systems are working with GS1, the global standards body, to help retailers realise the benefits of mobile marketing. Mobilize Systems, the marketing innovation and technology services provider for mobile marketing in retail, was pleased to see the release this week of GS1’s white paper Mobile in Retail. It provides some useful insights for anyone looking at benefiting from mobile marketing in the retail sector.
GS1, a leading global standards organisation dedicated to the design and implementation of global standards and solutions in supply and demand chains world-wide, released its long anticipated white paper. The paper is comprehensive and GS1 researchers have been granted substantial access to the key decision makers and pioneers among the world’s FMCG manufacturers and international retail chains. Its key purpose is to identify the potential for mobile to brands and retailers. It highlights 10 areas, including coupons and loyalty where mobile is deemed to have a particular impact. The executive summary points to a number of areas of potential gain for businesses adopting mobile as a consumer engagement channel. They are:
Increased sales
Increased customer satisfaction and loyalty
Additional value to physical products and experiences through digital services
To illustrate the power of mobile marketing in the retail sector, the report also presented four case studies of operational schemes from around the world. One of these, SHOP SCAN SAVE®, is a mobile marketing programme operated by Mobilize, and is currently available in over 23,000 convenience outlets throughout the UK. It has been running for over 2 years and demonstrates the value to retailers, brand owners, and consumers alike.
Stefan Magnusson, managing director of Mobilize, believes that the white paper is a great step forward and will certainly help any retailer looking to reduce costs and increase customer revenues “We are pleased to be working with GS1 and fully support this initiative. Our experience and those of the participating retailers in SHOP SCAN SAVE® demonstrates how powerful this form of marketing engagement can be. In addition, it demonstrates that consumers want this style of engagement that reduces some of the frustration experienced with paper coupons and plastic cards. Above all, it’s just relevant to their lifestyle. It’s a tough time for retailers right now and we are working across the sector, helping retailers realise the benefits of increased revenues and reduced costs.”
Download the Mobile in Retail white paper here.
About
Mobilize are a marketing innovation partner helping its retail clients make stronger connections with a mobile audience, driving growth in loyalty, marketing effectiveness, revenue and profitability. It was incorporated in 2002, founded the first mobile savings club SHOP SCAN SAVE® together with Sainsbury’s at Jacksons in 2004 and since October 2007 it operates SHOP SCAN SAVE® via PayPoint terminals in more than 23,000 UK outlets. Mobilize has worked with global brand owners such as Unilever, Procter and Gamble, Nestlé and News International. Any retailer can set up Mobilize’s patented platform to work as a free standing mobile CRM engine or alongside an existing loyalty scheme.
For more information about Mobilize visit www.mobilize-systems.com
Stefan Magnusson,
Managing Director,
Mobilize Systems Ltd
Telephone: 020 7559 1433
Email: sm@mobilize-systems.com
