Mobile News

The following example illustrates the principle of mobile interaction management. A campaign is assembled with two objectives:

* drive sales for a particular product

* collect and enrich a database with mobile user data.

The different components of three campaigns are presented in Figure 2.17 along the reach-dialogue-learn sequence.

The first campaign starts from information printed on product packs. The reach takes place outside the mobile medium. The printed information invites individuals to enter a text-to-win competition, which results in log data with mobile numbers.
The second campaign takes the mobile number information and pushes an invitation to opt in for more interesting content and services related to the product purchased. This second campaign can be tightly coupled to the previous one to generate a push message immediately after the text-to-win competition is completed for a given individual. This campaign results in mobile numbers with opt-in and some additional demographic information.

A third campaign based on the newly acquired information identifies a subset of individuals that are likely to be interested in specific alert content. This alert is designed to support a feedback mechanism that instantly updates the pertinence of the initial query used to identify candidates for the third campaign. In this way, the profile data wheel is enhanced with behavioural information on individuals who were initially anonymous mobile users.