MEDIA-I: Wireless firm targets retailers for HK launch

HONG KONG: Wireless ebusiness company C5 Solution has linked up with telecom carrier SmarTone to launch a mobile marketing platform for retailers and advertisers in the city. It is also hoping to win over media agencies with the launch of C5 Media, an internet-based campaign management tool, early next year. C5 Solution's Piro technology, which is used to deliver SmarTone's Wow Mobile Finder service, is a "direct response channel" which can help retailers and advertisers launch and control promotional campaigns, according to its chief executive officer and founder, Victor Yeung. The Mobile Finder uses SMS, WAP, email and mobile phones to deliver messages to consumers. Users of SmarTone's service can log on to the www.wow.net.hk website to set preferences relating to dining, shopping and lifestyle. "Advertisers and merchants can then tailor campaigns to individual preferences," said Yeung. "This can complement existing traditional and interactive media. It doesn't have the same advantage as television, but it is able to offer more targeted marketing by matching consumers with retailers." C5 Media will target agencies, as well as retailers. The company claimed it would offer greater control of marketing campaigns. CIA managing director, Charles Brian-Boys, said that although mass adoption of the technology could be years away, its ability to anticipate and track user needs would be key to marketers and branding specialists. "The important thing is that this is a location-based, value-added service that pools personalised information." Enabling people to pull information that is relevant, he said would help make the technology a valuable tool for advertisers.

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