MEDIA-I: Wireless firm targets retailers for HK launch

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