Mobile News

Multimedia messages are typically too complex to be composed within the mobile marketing solution. A functional requirement will be to support the import of MMS message components and be able to reference them from within a campaign dialogue.

Mobile marketing campaigns often combine voice components in the user experience. The voice components are made of various segments recorded in sound studios and played according to the user experience agreed during the campaign definition. Voice components of mobile campaigns have been run to date on proprietary IVR servers that require custom programming of the call flows. This leads to a situation where voice content and voice interactions are decoupled (4) from the rest of the mobile interaction. The functional requirement we derive from this is the access to simple Internet protocols such as HTTP or SMTP for integration with externally hosted IVR systems. A protocol of information exchange can be designed with the IVR partner that allows the mobile marketing software to drive the voice part of the dialogue.

The mobile marketing campaign solution has constant access to profile data containing attributes about the campaign participants. The dialogue components used for a campaign should have access to this profile data. A key functional requirement derives from this tight integration, namely the possibility to define personalised content based on profile information. The granularity of this personalisation depends on the restrictions imposed by the solution on the access of subscriber attributes.

Some campaigns require the use of numeric, alphanumeric or even graphical coupons. Coupons have to be pre-generated and dispensed by a unique source. A requirement is for the mobile marketing software to be that source and support the generation, export and validation of coupons via various channels, including the web.

Content cannot always be predefined for the purposes of a mobile marketing campaign. In some cases, the content is obtained from external sources. This may be because there are large numbers of content items, such as ringtones or logos. It could also be because the content is generated in real time, in the case of news alerts or weather reports, for example.