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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

When it comes to mobile network coverage, the customer isn't always right

Mark Bridge writes:

The adage that “the customer is always right” has apparently been disproved by a recent survey of mobile phone users.

Mobile News reports that virtual networks Virgin Mobile and Tesco Mobile outperformed their network partners in a recent customer satisfaction survey carried out by research firm YouGov for price comparison website uSwitch.

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Catherine Zeta-Jones and the security of touchscreen passwords

Mark Bridge writes:

I knew I’d seen it before. Towards the end of last week I read about a study from the Department of Computer and Information Science at the University of Pennsylvania that said it was pretty easy to identify passwords from smudges on touchscreen mobile phones.

Author: The Fonecast
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Unlimited Internet means just 1GB at O2

James Rosewell writes:

Yesterday I received the following text message from O2: “You’ve gone over your data allowance on your mobile. You need to cut down or get a bigger Bolt On to keep using the internet.” I thought this was strange as I’ve an unlimited data bolt on applied to my O2 UK contract so I decided to telephone O2 customer services to find out a little bit more. Here’s what happened.

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Carnival of the Mobilists #235

This week's Carnival of the Mobilists – the best mobile blogging (and podcasting!) of the last seven days – is online at Tam Hanna's new TamsBada site. As always, you'll find a wide variety of mobile-related subjects and discussions.

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I want to live in a world... where mobile tariffs are easy to compare

Mark Bridge writes:

Supermarkets. You either love ‘em or hate ‘em. Actually, that’s not true. Most of us seem to be happy enough with a half-price bottle of wine but less convinced about globalisation and supplier relationships.

But none of that’s bothering me today. Instead, I’m troubled – as I have been for several months – by the TV commercial for Tesco’s prepay mobile phone tariff.

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