Enpocket Shifts into High Gear
22 Mar, 2007
Enpocket already works with a number of well-known brands: Ford, McDonald’s, Pepsi and Motorola. But it wants to add even more to its roster.
Enpocket is at CTIA Wireless to show off its mobile advertising platform. While the mobile advertising market is in its early stages, Enpocket President and CEO Mike Baker says that within, say, the next 24 months, the business models will be clarified and the ecosystem will resemble what it will look like at maturity.
The company’s intelligent mobile marketing platform is used by operators to track information about subscriber behavior and predict certain outcomes. For example, the system can predict which items of content a user will be most interested in and plan a promotional offer around that.
The cell phone is “a personal device. The device and services behind it need to have insights into the consumer,” Baker says. Of course, all the data that Enpocket’s platform collects is owned by the operator.
Ford’s interactive media agency, Mindshare – Team Detroit, selected Enpocket to develop a mobile experience for the launch of the new Ford Edge. That program includes a multimedia mobile Website where consumers can learn more about the Edge, sign up for text alerts and get wallpapers. Enpocket also is running promotional SMS campaigns to drive traffic to the Ford site. The mobile site is being promoted in newspapers and billboards with a short code.
Location-based advertising is still being defined, but Baker envisions a time for applications and mobile content that offer the consumer a value proposition to share their location information with the advertisers.
This week’s show represents a far change from even a year ago in terms of operator interest in mobile advertising. “We operate worldwide and there’s interest in every corner of the world from operators in mobile advertising,” he says.
Earlier this month, Enpocket announced that Trinity Mirror selected its platform for mobile marketing and mobile customer relationship management across the group’s portfolio of national and regional titles. Trinity Mirror is the United Kingdom’s largest newspaper publisher.
Last week, Enpocket said it had been chosen by Juice Wireless to power mobile marketing programs for Juice’s customers.
