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Innovative Technologies to Drive Mobile Marketing in Asia-Pac29 July 2006
Mobile marketing services are an emerging but fast-developing segment in Asia Pacific, driven by the introduction of numerous enabling technologies. Mobile phones are increasingly ubiquitous and the penetration rate continues to grow at a phenomenal rate across the region, making this an excellent and much sought-after marketing and promotions channel for companies.
"Since mobile devices are normally switched on and connected to the communications network, they provide marketers with the opportunity to communicate spontaneously with consumers," notes Sachin Mittal, industry analyst at global growth consulting company, Frost & Sullivan.
"When integrated into a cross-media marketing communications campaign that uses multiple channels combined with print or TV, marketers gain a flexible new medium to target consumers that is likely to be more effective than using a single medium," he added.
Mobile phone camera-based information search services are one of the most noteworthy developments that are rapidly gaining popularity in Asian countries. These solutions provide customized content to phone users by recognizing codes or images at the mere click of the phone's camera. One such innovation is the ColorCode(TM) solution developed in South Korea which is driving the growth of these information search services.
The ColorCode(TM) solution is ideal for promotional offers and discounts advertised in print and electronic (television) media. Not only does its colorful coding structure make an appealing design statement, it also serves as a sophisticated system of recognition that allows users to keep track of and access various promotions and discounts.
"With ColorCode's vibrant coding structure disguised as design and the flexibility it allows in choosing the print medium, this revolutionary solution has a large market potential, particularly in developed countries," says Mittal.
Another emerging and highly promising development is bCODE's electronic ticketing solution based on standard text messaging through SMS (short message service). It allows consumers to have paperless tickets delivered to their mobile devices instantly, thereby eliminating the need to wait in queues. This solution is also supported by the majority of mobile phones available today, including personal digital assistants (PDAs), Blackberries, Palm Treos and Apple iPODs.
This gives it a strong advantage over the barcode solution which is supported by a limited number of phones and has compatibility issues on different devices, thus requiring customization of the barcode format. The bCODE solution is also far simpler to use, delivering tickets in plain text message, and works on any device that displays text messages.
"We expect mobile marketing to eventually converge with other services such as mobile ticketing, resulting in a more comprehensive solution," concludes Mittal. "Such an integrated solution will not only capture data using mobile phone cameras and pull related content onto the phone screen, but will also be capable of sending paperless coupons or tickets to the user related to the images or color codes captured by the camera phone."
The Mobile Innovations from Asia Pacific study, part of the Communications Services Subscription (http://www.wireless.frost.com ), provides a comprehensive overview of upcoming mobile marketing solutions in the region and offers a detailed analysis of the impact on both consumers and service providers. In this research service, Frost & Sullivan's expert analysts thoroughly examine the following key mobile innovations emerging from Asia Pacific: image recognition technology, color code recognition technology, and electronic ticketing system through SMS. Analyst interviews are available to the press.
If you are interested in a virtual brochure, which provides service providers, vendors/manufacturers, end users and other industry participants with an overview of the latest analysis on Mobile Innovations from Asia Pacific, then send an e-mail to Letticia Leopold, Corporate Communications at letticia.leopold@frost.com with your full name, company name, title, telephone number, fax number, and e-mail address. Upon receipt of the above information, an overview will be sent to you by e-mail.
Frost & Sullivan, a global growth consulting company, has been partnering with clients to support the development of innovative strategies for more than 40 years. The company's industry expertise integrates growth consulting, growth partnership services, and corporate management training to identify and develop opportunities. Frost & Sullivan serves an extensive clientele that includes Global 1000 companies, emerging companies, and the investment community by providing comprehensive industry coverage that reflects a unique global perspective and combines ongoing analysis of markets, technologies, econometrics, and demographics. For more information, visit http://www.frost.com
CONTACT:
Sarah Lourdes
Corporate Communications - Asia Pacific
P: +603.6204.5878
E: sarah.lourdes@frost.com
Letticia Leopold
Corporate Communications - Asia Pacific
P: +603.6204.5816
E: letticia.leopold@frost.com
Mireya Castilla
Corporate Communications - North America
P: +1.210.247.3830
E: mireya.castilla@frost.com
Sharmin Jassal
Corporate Communications - Australia
P: +61.2.8247.8900
E: sharmin.jassal@frost.com
Surbhi Dedhia
Corporate Communications - India
P: +91.22.5001.3431
E: sdedhia@frost.com
Srividhya Parthasarathy
Corporate Communications - EMEA
P: +91.44.4204.4668
E: sparthasarathy@frost.com
Source: prnewswire
All trademarks and copyrighted information contained herein are the property of their respective owners.
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