Close
  • Latest News
  • Big Data and Analytics
  • Cloud
  • Networking
  • Cybersecurity
  • Applications
  • IT Management
  • Storage
  • Sponsored
  • Mobile
  • Small Business
  • Development
  • Database
  • Servers
  • Android
  • Apple
  • Innovation
  • Blogs
  • PC Hardware
  • Reviews
  • Search Engines
  • Virtualization
Read Down
Sign in
Close
Welcome!Log into your account
Forgot your password?
Read Down
Password recovery
Recover your password
Close
Search
Logo
Logo
  • Latest News
  • Big Data and Analytics
  • Cloud
  • Networking
  • Cybersecurity
  • Applications
  • IT Management
  • Storage
  • Sponsored
  • Mobile
  • Small Business
  • Development
  • Database
  • Servers
  • Android
  • Apple
  • Innovation
  • Blogs
  • PC Hardware
  • Reviews
  • Search Engines
  • Virtualization
More
    Home Applications
    • Applications
    • IT Management
    • Mobile

    Product Marketing Going Mobile

    By
    Dan Berthiaume
    -
    June 4, 2008
    Share
    Facebook
    Twitter
    Linkedin

      Skycore plans to enable retailers and brands to deliver informative and promotional multimedia messages directly to mobile phones via its Celly Space solution, which serves as a messaging platform for marketers.

      “MMS [Multimedia Messaging Service] uses the same technology as text messaging and goes to a phone’s inbox,” said Rich Eicher, president of Skycore. “But instead of being a 160-character text message, the message can have multimedia images, audio, video and text.”

      Eicher, who announced the product May 29, said a Celly Space message can contain up to eight slides in a slide show format, with unlimited images and text, as well as audio and video content with some limitations. To explain how it works, he used the example of a wine brand looking to provide customers with product information.

      “The wine brand could put a simple keyword and the Celly Space shortcode on a bottle, sign or display,” Eicher said. “The customer would text the keyword to the Celly Space shortcode and usually receive a multimedia message within 2 minutes. There is no need to go to a Web site to see any of the content. Especially now that MMS marketing is in its early phases, ideally the message would include a coupon or other incentive. It would likely have an impact on that consumer buying that particular brand of wine.”

      Eicher said a customer needs to have an MMS-enabled or picture messaging-enabled phone in order to opt in to receive a Celly Space message. While he said some older models-as well as newer models like the iPhone-cannot accept MMS messages, he estimated that 75 percent of mobile phones on the market today are MMS-enabled.

      Patti Freeman Evans, an analyst with JupiterResearch, said MMS marketing is an emerging area, but the number of consumers opting to use MMS content is relatively low.

      “Certainly messaging among consumers is rampant, but [fewer and fewer] are actually using MMS,” Evans said.

      Although she said MMS currently holds “limited value” as a consumer marketing tool, she added that JupiterResearch is advising clients to collect mobile phone numbers from their customers and start testing MMS marketing with those who opt in.

      “With a small number of customers [using MMS], it’s hard to tell what the reality will be,” Evans said. “It’s not going to replace e-mail or search engine marketing anytime soon.”

      While there is no extra charge to the consumer to receive a Celly Space message, Eicher said any standard messaging rates included in a customer’s phone plan will apply. Marketers compose messages using the online MMS Composer tool and pay 20 cents per message sent in the United States. Celly Space operates as a hosted platform and marketers can change their promotions in real time, with customers receiving the most current version of content immediately following a change.

      Dan Berthiaume covers the retail space for eWEEK. For more industry news, check out eWEEK.com’s Retail Site.

      Dan Berthiaume

      MOST POPULAR ARTICLES

      Cybersecurity

      Visa’s Michael Jabbara on Cybersecurity and Digital...

      James Maguire - May 17, 2022 0
      I spoke with Michael Jabbara, VP and Global Head of Fraud Services at Visa, about the cybersecurity technology used to ensure the safe transfer...
      Read more
      Big Data and Analytics

      Alteryx’s Suresh Vittal on the Democratization of...

      James Maguire - May 31, 2022 0
      I spoke with Suresh Vittal, Chief Product Officer at Alteryx, about the industry mega-shift toward making data analytics tools accessible to a company’s complete...
      Read more
      Big Data and Analytics

      GoodData CEO Roman Stanek on Business Intelligence...

      James Maguire - May 4, 2022 0
      I spoke with Roman Stanek, CEO of GoodData, about business intelligence, data as a service, and the frustration that many executives have with data...
      Read more
      Applications

      Cisco’s Thimaya Subaiya on Customer Experience in...

      James Maguire - May 10, 2022 0
      I spoke with Thimaya Subaiya, SVP and GM of Global Customer Experience at Cisco, about the factors that create good customer experience – and...
      Read more
      Cloud

      Yotascale CEO Asim Razzaq on Controlling Multicloud...

      James Maguire - May 5, 2022 0
      Asim Razzaq, CEO of Yotascale, provides guidance on understanding—and containing—the complex cost structure of multicloud computing. Among the topics we covered:  As you survey the...
      Read more
      Logo

      eWeek has the latest technology news and analysis, buying guides, and product reviews for IT professionals and technology buyers. The site’s focus is on innovative solutions and covering in-depth technical content. eWeek stays on the cutting edge of technology news and IT trends through interviews and expert analysis. Gain insight from top innovators and thought leaders in the fields of IT, business, enterprise software, startups, and more.

      Facebook
      Linkedin
      RSS
      Twitter
      Youtube

      Advertisers

      Advertise with TechnologyAdvice on eWeek and our other IT-focused platforms.

      Advertise with Us

      Menu

      • About eWeek
      • Subscribe to our Newsletter
      • Latest News

      Our Brands

      • Privacy Policy
      • Terms
      • About
      • Contact
      • Advertise
      • Sitemap
      • California – Do Not Sell My Information

      Property of TechnologyAdvice.
      © 2021 TechnologyAdvice. All Rights Reserved

      Advertiser Disclosure: Some of the products that appear on this site are from companies from which TechnologyAdvice receives compensation. This compensation may impact how and where products appear on this site including, for example, the order in which they appear. TechnologyAdvice does not include all companies or all types of products available in the marketplace.

      ×