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Editor's Perspective
Marketing over
mobile
By Kevin Fitchard
Nov. 29, 2005
Are we ready to let marketers take over our cell phones? A new industry
group, the Mobile Marketing Association, claims we are. The MMA has just
completed an extensive study survey with research firm Synovate designed
to explore just how receptive consumers are to being "mobi-marketed."
The results? Well, the MMA is keeping its data close to its breast. It
won't release exact figures, but the association said it is encouraged
by its results so far. The MMA and Synovate said that "most" consumers
are interested in some type of opt-in application that would bring them
information about goods or services (marketing promotions or junk mail,
depending on your perspective), but what customers specifically keyed in
on were some of the unique capabilities of wireless as a promotional
platform. According to Synovate, surveyed customers were particularly
receptive to the idea of mobile coupons and promotions including free
downloads of wallpapers, ringtones or games.
The MMA said it has conducted only the first phase of its survey, but
now that they know marketing over mobile handsets isn't anathema to
customers, the association can delve into the details of how customers
will be willing to take their marketing -- basically, finding that fine
line where a consumer's perception of a marketing campaign shifts from
promotion to spam.
Contact me at Kfitchard@primediabusiness.com.
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Top News
New
Orleans Wi-Fi a sign of the times
By Carol Wilson
Nov 29, 2005
telephonyonline.com
Municipal Wi-Fi could be taking a significant step
forward today, as New Orleans Mayor Ray Nagin announces a new citywide
Wi-Fi network to be used both for government and public communications.
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FLO
Forum ratifies mobile multimedia spec
Kevin Fitchard
Nov 28, 2005
telephonyonline.com
The association created by Qualcomm to standardize its
proprietary forward link only (FLO) mobile TV technology has released
its first technical specification for the platform's air interface.
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Microsoft
launches hosted messaging update
Dan O'Shea
Nov 28, 2005
telephonyonline.com
Microsoft has announced version 3.5 of its Hosted
Messaging and Collaboration solution, which allows service providers to
equip small and mid-sized businesses with enterprise-class e-mail
services, mobile device data access, team Web sites and online presence
information.
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In-Stat:
Telemetry prime fixed wireless market
Carol Wilson
Nov 28, 2005
telephonyonline.com
Telemetry applications, including automatic meter
reading and security monitoring, have greater market potential for fixed
wireless technology than voice service, according to a new In-Stat
report. Such applications require a very different and more complex
sales process, however, according to Bill Hughes, the In-Stat analyst
who authored "Wireless Telemetry Services for U.S. Businesses."
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Samsung
to make Qualcomm chips
Kevin Fitchard
Nov 23, 2005
telephonyonline.com
Korean vendor Samsung will become one of Qualcomm's
silicon chipset manufacturers under a new agreement, the companies
announced late Tuesday.
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Verizon
Wireless sues alleged text spammer
Dan O'Shea
Nov 23, 2005
telephonyonline.com
Mobile carrier giant Verizon Wireless has filed a
lawsuit in U.S. District Court in New Jersey, seeking an injunction
against Passport Holidays, a company in Ormond Beach, Fla., that
allegedly sent more than 98,000 unsolicited mobile text messages to
Verizon Wireless customers last month.
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In Print
AirBand
adds markets, execs in hunt for broadband wins
Dan O'Shea
Nov 28, 2005
telephonyonline.com
Incoming top-tier executive talent, a recent acquisition
and the promise of new technology and services has Dallas-based wireless
ISP airBand thinking big, just as the rest of the telecom industry is
starting to expect bigger and better things from broadband wireless.
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Vendors
try to capture kids with wireless service, handsets
Stephanie Dell
Nov 28, 2005
telephonyonline.com
Handset manufacturer Enfora recently announced that
Amerilink Wireless Communications, a central Texas wireless provider,
has selected Enfora's TicTalk phone for its Kid Link wireless service.
The deal, along with Cingular's offering of the similar FireFly handset
this month, shows progress is continuing among carriers aiming to put
wireless phones in the hands of the playground crowd, school-aged
children, 6 to 12 years old.
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