Mobile News

Previous posts presented the products of companies that are offering robust solutions to operate most of the activities along the reach-dialogue-learn continuum. If not all functional requirements are met by a single vendor, one thing should be clear–in today’s market, developing in-house solutions to run mobile dialogues may no longer guarantee you an edge. The shift to mobile interaction management requires more attention and care along the entire continuum and is no longer about how to solve the problem of playing quiz games on mobile handsets. These vendors offer products to help you concentrate on the correct problems.

Add2Phone offers lean products on top of its Smash platform that can be deployed at a competitive price and do not require advanced infrastructure knowledge. The fact that Smash comes with an integrated SMS gateway makes it an attractive product requiring only additional database server licences. Its strength lies in the modular way campaigns can be configured. Rather than focusing on specific dialogue types, the Add2Phone products offer the user a number of basic building blocks that, adequately combined, yield a variety of dialogue formats.

As with the other product vendors, Add2Phone’s offering addresses mobile value-added service providers and is aimed at systems integrators, operators and mobile marketing service providers or media agencies with good IT infrastructure. The deployment can be done quickly if no customisation is requested.

Mobicus is built on top of a robust, carrier-grade, independent application server, which places this mobile marketing platform in the high-end range. Another key characteristic of the platform lies in its powerful subscriber data management possibilities, including advanced logical partitioning of opt-in data for use in multiple mobile campaigns across multiple brands. Mobicus campaign configuration is based on an exhaustive list of dialogue types, which should be welcomed by novice users in this area. The product requires a separate SMS gateway to operate mobile campaigns.

Mobicus is the only product on the market that offers an integrated object-oriented scripting language that enables advanced users of the platform to develop additional campaign dialogues beyond those readily available as wizards.

The requirement for a third-party SMS gateway needs to be considered upfront in Mobicus deployments; its integration will take most of the project’s time.

RegiSoft’s flagship product, WTS, is built around a coupon-dispensing core that has been expanded to include standard dialogue types commonly used in mobile marketing campaigns. RegiSoft’s recent announcement, together with Unicell, to establish Israel’s first mobile advertising agency may provide–along with the sale of a licence to Aerodeon Turkey–the necessary drive to shape the product into a general mobile marketing platform.

WTS includes mobile interaction management functionality in which data collected over initial dialogues with participants is carefully analysed and re-injected into a new dialogue iteration to boost information value.