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Wednesday, October 6, 2010

Orange launches its own campaign-planning tool for mobile marketing

OrangeOrange has launched a new service to help companies make the best use of mobile media in marketing campaigns. The Orange Mobile Targeting Monitor, which uses independent 'Mobile Exposure' research from TNS, is available in the UK, France, Spain and Poland. Conducting simultaneous research across all four markets has enabled Orange to offer direct comparisons for multi-market campaigns.

Orange Mobile Exposure revealed that:
More than three-quarters of mobile media users in Europe think it's important that the sites they access on their mobiles are brands they know and trust,
Coupons and alerts for promotions are the most popular advertising formats in Europe,
UK mobile media users prefer to access the mobile internet using a browser rather than an app (70% versus 55%).

It's worth noting that the research favours iPhone users; almost a third of UK respondents (and a quarter of all the people surveyed in Europe) had an iPhone. The research itself shows that 61% of 'mobile media' users own a smartphone, with 19% owning an iPhone.

Paul Francois Fournier, Executive Vice President of Orange's Online and Advertising Business, said "At Orange we are continually finding new ways to link brands, advertisers and their audiences in the best way, whilst delivering a great customer experience.  By working together with our advertising clients and giving them an unequalled level of mobile intelligence, Orange can help brands use the right kind of  media and more effectively target audiences in a way that also brings benefits to mobile consumers. Combined with our deep customer knowledge, expertise in mobile and our experience as both a publisher and a leading advertising network – we believe Orange has created an invaluable service that can help advertisers best use mobile in their advertising media mix and let brands target relevant audiences that use or make purchases via mobile. For Orange, this truly demonstrates how our local customer understanding can create global value for advertisers."

[Mobile Exposure 2010 UK website]

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Opinion Articles

Opportunities for media coverage and promotion at Mobile World Congress 2013

It’s heading towards that special time of the year when people prepare for a frantic few days of excitement, they get ready to exchange cards and they hope to glimpse a brand new star.

Yes, Christmas is over and everyone’s thinking about Mobile World Congress.

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Advertising gets truly personal with Pontis

Every mobile network customer can be offered an individually tailored deal

Mark Bridge writes:

Advertising is already personal. Browse online for certain products and services – perhaps a new camera, a car hire deal or a pair of jeans – and you’ll see the same items advertised when you visit other web sites.

Marketing technology company Pontis, based in the high-tech industrial zone of Ra'anana in central Israel, has a much more focussed perspective. It talks about a segment-of-one marketing approach… and it’s just started working with O2 in the UK.

Author: The Fonecast
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Top ten gadgets for 2013

Mark Bridge writes:

I’ve recently been talking to Theo Neumann from Wolverhampton City Radio about the top ten gadgets that are likely to hit the headlines in 2013. The most desirable, most likely to be talked about, most exciting… that kind of thing. Although my top 10 list isn’t entirely mobile-related, I thought it was worth sharing here.

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Are brands missing a trick with mobile?

Dave Katz writes:

It has been reported recently that consumer spend via mobile is on the increase this Christmas. Further confirmation has come from research indicating that 20% of the expected £4.6bn of total online shopping will be carried out using smartphones and tablets.

If consumers want to browse, research and purchase via mobile, then is it not something of a surprise that only 7% of adspend in the UK currently goes on mobile?

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Mobile phone industry predictions for 2013

Iain Graham, James Rosewell and Mark Bridge look into the future

Mark Bridge writes:

Predicting the future is easy. Making accurate predictions is more of a challenge. In our final podcast of 2012 we've provided a forecast for the mobile telecoms industry in 2013 - and we've also looked back at last year's expectations.

So... what do the three of us at TheFonecast.com expect from mobile phones and wireless technology next year?

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A month of mobile: O2 counts on 3, Microsoft counts to 10 and Apple counts its profits

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We're back with a month of mobile industry news, including takeover talks and takeover rumours. O2 and Three are said to be discussing a merger... but is there any truth in the suggestions that BlackBerry could be up for grabs?

We also discuss Apple's record-breaking quarterly figures, the highlights of CES and the launch of Microsoft Windows 10, as well as saying farewell to the current version of Google Glass.

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