Mobile News

Flytxt provides clients with the means to acquire new customers. This business need is usually coupled with a need to drive incremental sales (sales promotion) and increase brand awareness. Examples of successful Flytxt customer acquisition campaigns are Coke, Cadbury and Gossard’s "G4me" Campaign. These campaigns involved a range of techniques, from point-collection schemes to text-and-win competitions.

The key needs within the customer acquisition segment are the dialogue (from bespoke sophisticated ones to standard games), rewards, viral techniques, fulfillment, SMS, web, WAP push, MMS, e-mail, IVR and print. These campaigns are predominately full-service accounts.

Flytxt experiences a low frequency of customer acquisition requests from customers. They tend to involve high customisation for each client, from which there is some reusability in terms of the campaign management and technological applications supporting them.

Flytxt has worked on a variety of international mobile marketing campaigns, including those shown Table 4.6.

Media interactivity is another key business solution that Flytxt provides. This encompasses a range of activities, as well as a diverse set of media, including radio, billboard, TV and magazines. The key business needs of clients in this space include driving revenues and creating interactive programming.

Customers for whom Flytxt has successfully implemented interactive media campaigns include Chrysalis, Miss World, BBC, Five TV and Comic Relief. These campaigns involved live view (where SMS is displayed on screen), voting and games. Flytxt also provides TV voting as a separate solution under the umbrella of media interactivity, as this involves a specific and unchanging set of requirements.

The key requirements for media interactivity are the ability to generate revenues and make campaigns self-liquidating, use an ASP to drive down costs at the bottom tier, and the capability to handle high volumes for TV voting. This mainly requires SMS capabilities and, occasionally, e-mail. The account servicing required on these campaigns varies from account management to full service.

Within media interactivity, Flytxt experiences a high frequency of requests from clients, as well as a high degree of reusability. The benefit of these solutions is that they involve low customisation to each client’s needs.