Mobile Advertising: Weds 27th January 2009
Following their tie-in with mobile advertising network, Blyk, the UK operator Orange has launched a new platform called Orange Shots.
Using the Blyk concept of specific interest opt-in, it allows brands to specifically target Orange customers through SMS and MMS. Orange's reward to its opt-in users will be in the form of premium content including exclusive news, gossip and sports information.
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The Orange initiative follows on the back of O2's marketing channel, O2 More. Orange have been a little more forthcoming than O2 in how the channel will work and will provide figures for response rates to advertisers. At the start Orange Shots will send a maximum of three messages per week. They are also encouraging brands to seek a responses and develop a dialogue with mobile users. It has been trialled since Sept 2009, with participating brands such as 4Music, Ubisoft, COI and Snicker achieving 21-39% response rates. The Orange Shots launches to businesses from 1st February with an initial opt-in database of 100,000 users.
With operator revenues dwindling, developing marketing channels such as these may provide an important source of income in the future. The principle behind the channel is to only target those users who want to hear from specific brands; an essential approach in mobile where there is a narrow permission spectrum. The Blyk model certainly shows that this works on a small scale, but whether it can be successfully expanded to a larger customer base remains to be seen.
Orange Shots press release