Operators predict SMS messaging will dominate mobile marketing

Coupons issued via SMS and MMS will be the dominant form of mobile marketing by 2015, according to 61% of people surveyed by messaging company Airwide Solutions.

The study, conducted by research company MobileSquared, quizzed employees from 31 mobile operators across EMEA about mobile marketing trends over the next five years.

It found 58% of respondents predicted SMS and MMS ads would be the most widely accepted form of mobile advertising by 2015.

Jay Seaton, chief marketing officer at Airwide Solutions, said, “The widespread use of mobile messaging creates a far-reaching and significant marketing opportunity for brands, which in turn, creates a revenue opportunity for mobile operators.”

UK mobile operators Orange and O2 have rolled out permission-based mobile advertising offerings Orange Shots and O2 More with brands such as L’Oréal launching campaigns on the platform.
The study revealed that 53% of respondents believed subscribers should have the ability to opt out of receiving ads via their mobile.

The findings by Airwide Solutions reflect a joint study by the DMA and IAB, which found that brands are failing to make the most of consumers’ willingness to be targeted through mobile messaging.

Thu, 11 Nov 2010 | By Ronan Shields New Media Age UK

http://www.nma.co.uk/news/operators-predict-coupon-messaging-will-dominate-mobile-marketing/3020452.article