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.
