3189.Quirk Emarketing Mobile Marketing 101 Ch4

8/6/2019 3189.Quirk Emarketing Mobile Marketing 101 Ch4

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Quirk eMarketing is the largest full service online marketing agency in Africa with 10 years of experience

in providing holistic eMarketing solutions. From our Cape Town, Johannesburg and London ofces, Quirk

provides exceptional client service to a wide range of clients including: Google, Sun International, South

African Tourism, First National Bank and Warner Bros.

Mobile Marketing 101: Chapter 4: Mobile Technologies: SMS, MMS, USSD & Bluetooth/Wireless/Infrared

www.quirk.biz [email protected]

Mobile Technologies: SMS, MMS,

USSD & Bluetooth/Wireless/Infrared

1

3G

Bluejacking

CSC

EDGE

Geographical Targeting

GSM

IEEE 802.11

IM

MMS

Moblog

Third Generation of mobile communications systems. 3G networks

enable network operators to offer users a wider range of more advanced

services while achieving greater network capacity.

The anonymous sending of unsolicited messages over Bluetooth to

Bluetooth enabled devices such as mobile phones, PDAs or laptop

computers.

Stands for Common Short Codes. Users send messages to shortened

numbers, usually to get something in return, like a competition entry or

multimedia download.

Stands for Enhanced Data rates for GSM Evolution. A faster version of

GSM wireless service. It enables data to be delivered at rates up to 384

Kbps on a broadband.

Also Geotargeting. Used to allow you to see where your visitors come

from and to give them specic information that is relevant to them.

Security software which monitors and authorises access.

Stands for Global System for Mobile Communications. Most widely used

of the three digital wireless telephone technologies. Uses a variation of

time division multiple access.

The set of standards which outline the Wireless LAN protocol (WiFi).

Stands for Instant Messaging. IM is a technology that allows its users

to communicate in real-time, via text chat. Essentially your IM system

alerts you when a contact on your list is online and you can then initiate

a chat session.

Stands for Multimedia Message Service. An extension of SMS that allows

picture, sound or low quality videos to be sent on a wireless network.

A blend of the words mobile and weblog. A moblog consists of content

posted to the Internet from a mobile or portable device, such as a cellular

Key Terms and Concepts

Introduction

If reaching your audience is your primary goal, Mobile Marketing can make life very

easy for you. However, if you use the right tool for the job, Mobile Marketing can be

even more effective for targeting the individual in the crowd.

In this chapter we will be introducing and discussing the messaging and information

platforms available to Mobile Marketers, as well as the data channels which deliver

these services.









Opt-In

Opt-Out

PUK

Segmentation

SIM

SMS

SMSC

SPAM

Tracking

USSD

VoIP

WAP

WiFi

phone or PDA. Moblogs generally incorporate technology which allows

publishing from a mobile device.

Also known as subscribing. Explicitly requesting to receive information

from a company via email. All responsible email marketers ensure thatonly users who have opted in receive their communication. If you haven’t

opted in - it’s SPAM!

Also known as unsubscribing. The act of removing oneself from a list or

lists so that specied information is no longer received via email.

Stands for Personal Unblocking Code, used to access a SIM card

which has been blocked (due to lost or incorrect PIN number).

Used to lter visitors into distinct characterised groups.

Subscriber Identity Module, the chip used in a phone to identify the

number/account.

Stands for Short Messaging Service. SMSs are text messages that

can be sent to mobile phones from the Internet or from other mobile

devices.

Short Message Service Center, the platform for sending and receiving

SMS messages.

Messages sent to someone who has not requested to receive them -

EVIL!

Measuring the effectiveness of a campaign by collecting and

evaluating statistics.

Stands for Unstructured Supplementary Service Data. Works on

all existing GSM phones, providing session-based communication,

enabling a variety of applications.

Voice over Internet Protocol is a system of rules which allow for voice

and sound to be streamed, live, across the internet. This allows the

system to operate exactly as a traditional telephone.

Wireless Application Protocol. A technical set of communication

standards for the way wireless devices (like cell phones) connect to

the Internet.

The wireless technology which is the current standard protocol for

networking and connecting to the Internet.

SMS

SMS (Short Message Service) technology is available on every GSM-enabled mobile

phone in the world and is even becoming a popular service on progressive landline

telephone devices.

2









SMSs, text messages, texts – it’s all instant messaging, focusing on personal

communication at the quickest speed possible.

Like all direct marketing, Mobile Marketing via SMS necessitates ethical practices

that require users to opt-in, and choose to be included in your communication

database.

Reaching the Individual Masses with Text Messaging

As the technology is so cheap, service providers often give their subscribers a free

message bundle every month, or allow them to send messages for free (from their

respective websites).

If you think about it, 160 characters (the maximum allowed in a single message)

boils down to only a few kilobytes, which is a tiny amount of data compared to the

multimedia splendor one can accomplish via email, for instance.

As cheap as SMS messaging is, getting the maximum benet out of a campaign

requires more than just a mumbled message. A clear message, obvious branding,

engaging content and lucrative potential for both parties are some of the important

ingredients for a successful campaign while opt-out information is also important for

the consumer.

Bulk messaging services allow you to contact countless people via one online

platform – and even personalise the messages with each recipient’s name or other

details, much like Email Marketing. Cheaper in bulk, these messages can be set up

for several different target groups (within your total database).

Common Short Codes, (CSCs) otherwise known as Short Codes or Short Numbers,

have a number of uses. Most often, they are used for premium campaigns such as

competition entries, charity donations, or the purchasing of mobile content such as

ringtones, wall papers and games. The use of these numbers comes at a premium

fee, of course, which is charged to the user.

Messages to these 4 or 5 digit numbers are monitored by systems which perform

tasks according to the code words used within the messages, such as competition

answers or product codes, tailored to the campaign.

SMS spam can see users giving fraudsters their personal details or replying to

premium numbers which then drain their funds. Once again, a clear message with

trusted branding will increase your credibility with the man on the street who may

Fact

According to Nielsen Mobile, the average

mobile phone subscriber in the US sends 357SMS messages every month, while US teens

send an average of 1 742.

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not remember opting into your contact list in the rst place.

As we discussed in the rst chapter of Mobile Marketing 101, the younger generation

are more in touch with mobile advertising and can recall ads quicker than their

seniors – keep this in mind when planning a campaign.

Text Messaging Short Hand

The bane of teachers and educators around the world, ‘text speak’ evolved out of

necessity. Alpha-numeric keypads present a typing challenge and while predictive

text helps with this, 160 characters doesn’t allow much space for owery poetic

expression.

Trimming down on vowels, cutting out repeated letters and using numbers to create ashortened but phonetically similar word is what it’s all about. Here are some common

abbreviations you may have seen on the Web or in a text message:

4

Meaning

Tonight

Burst Out Laughing

Be Right Back

By The Way

…For The Win (term of enthusiastic endearment)

Got To Go

In My Honest Opinion

In My Opinion

Later

Laughing My Ass Off

Laugh Out Loud

No Problem

Please

Roll On Floor Laughing

ReTweet (when quoting on Twitter)

To Be Honest

Thank You

Excellent

Abbreviation

2NT

BOL

BRB

BTW

FTW

GTG

IMHO

IMO

L8R

LMAO

LOL

NP

PLS/PLZ

ROFL

RT

TBH

TY

XLNT









Benets of SMS Marketing:

Immediate

Private and direct

Cheap for both parties

Customisable

Payment alternative

Persuasion at the height of interest

Push mobile users to your web, or .mobi

site

Uses for Text Messaging:

Customer Relationship ManagementCompetitions

Promotions and discount vouchers

News updates

Sports scores

Tickets and reference numbers

Party invitations and promotions

5

SMS text strips away the fat and gets down to the brass tacks, but the message can

often be lost in translation. When planning a mobile campaign, keep ‘text speak’ in

mind when necessary, but keep it understated.

Text for Success

Depending on the service provider, text messages can also be sent to landline

numbers which are then read out by a computer generated voice. Not only funny,

but also functional, this service can often be used as an alternative to calling huge

numbers of people. Like with conventional SMSs, however, it is important to try and

keep these communications to a suitable time of day.

This is also something that is also important to bear in mind when sending out bulk

messages – no one likes to have their sleep interrupted with advertising. Not only isthis irritating for the user, but it may also prejudice them against your brand which

could be damaging. Thus, try and keep transmissions to an appropriate time of day,

and split into groups of time zones when sending messages internationally.

Business to business (B2B) SMS messaging is also a versatile tool, relaying

information, reminders, SMS chains or as an automated conrmation for anything

from shipping to billing. Business to Customer (B2C) messaging delivers products or

services directly to the consumer.

Reverse SMS billing can be set up so the recipient is charged for the message,depending on what is required.

An SMS gateway is used to convert messages from an external source into a channel

for bulk SMS broadcasting. These messages can also be used to control electronic

devices. By relaying instructions to a computer, one can control lights and appliances,

alarms and security etc.

Text messaging may not be the mobile medium with the most multimedia ‘pop’, but it

is denitely an established and powerful tool: one that can run independently or as an

integral link in a campaign intended to reach the individual masses.

USSD

If you’ve ever used an airtime recharge PIN, performed a balance enquiry or sent a

‘Please Call Me’ message, then you’ve used a USSD service!

Created specically for standard GSM devices, Unstructured Supplementary Service

Data (or USSD) messages are transferred directly over the network signaling

channels. This is unlike MMS messaging, for instance, which is transferred via a

wireless data connection.









6

USSD applications are accessed by user request, and make use of short codes or

text strings to trigger certain services in a session-based communication. These

codes could perform a function, request a snippet of information, or lead the user

into a series of textual menus which are navigated through the corresponding menu

numbers.

Simple and logical, the menu navigation can be displayed on pretty much any GSM

phone – some USSD services are single requests, without the need for a menu or

further navigation.

With the added benet of SIM card and PUK number-specicity and of course the

user’s account with the network provider; the personal service possibilities areendless.

How Does it Work?

A USSD gateway is the automated system that bridges the gap between mobile

handsets and IP based systems and nally connects to the portal which retrieves the

information requested.

A typical USSD request looks like this:

The asterisk (*) and hash (#) codes are much like simple programming codes,

signifying the beginning and end of the request. Asterisks can also be used to separate

the codes into multiple requests to access the different tiers of information.

Think of it as calling an automated helpdesk. You would normally wait for the recording

to present the options, and then respond with the number selection to continue to the

next menu. It’s the same via USSD.

*100# (dialed from the phone)

*100*111*(password)*123#

-User Menu-1: Mail

2: News Headlines3: Weather Update

4: Downloads









7

The operator will then relay the codes to the corresponding USSD applications which

return with the requested information.

USSD Functionality

As a result of being so cheap, straightforward and accessible, USSD has great

potential for mobile banking. In addition, USSD is useful for everything from accessing

news services, sports scores and xtures, submission services, feedback and voting,

advertising listings or directories. USSD is reminiscent of early information platforms

such as Usenet (a primitive Internet-based system) and Teletext of the 1970s (which is

still use today, especially on interactive digital television). The difference is that USSD

has increased functionality, making it a powerful tool that’s here to stay.

Weighing Up the USSD Options

Unstructured Supplementary Service Data may not be the most glamorous of mobile

platforms, but it is an effective system nonetheless. Despite not being as easy to

promote as other standard platforms, USSD continues to prove effective.

If structured correctly (allowing for extensive segmentation and customisation), a

menu-based USSD platform can provide any number of services and the potential for

payment opens the door to the possibility of mobile commerce.

MMS

With capabilities far beyond SMS messaging, the Multimedia Messaging Service (MMS)

was designed to be the bigger brother – the smarter, prettier, load-bearing, fourth

dimension of mobile messaging.

SMS and MMS are based on the similar principles and data transfer methods, but

only MMS allows for rich text, video and audio attachments, using WAP to access and

display the content.

These messages are created with data usage in mind, rather than a character count

and this is evident in the pricing which far exceeds that of SMS.

One concern that MMS raises is that of security. This messaging platform has been

known to transfer malicious software and the cost of the message is often shared

between both parties.

Currently, read and response rates for MMS are not as good as for those messages

sent via SMS. Since recipients need to agree to retrieve the content, there’s no

Advantages of USSD Services

Extremely low cost

Real-time

Fast and responsive

Interactive navigation

Consumer driven

Can be used as payment method

Automated response

Allows for mass-usage

Location-based, SIM and PUK-based anduser selected customisation and segmen-

tation

Disadvantages of USSD Services

Little in the way of aesthetics

Messages cannot be saved or forwarded

USSD codes aren’t as memorable as other

Common Short Codes (CSC)

Not always reliable due to session-based

timeouts









8

guarantee that they will open the message. In the case of basic phones, the message

may not be compatible with the phone and will therefore go unread.

Even feature and smartphone users need to have their connection settings up and

running if they’re going to receive premium, multimedia content.

MMS allows for easy bulk-messaging, which is not always available directly through

the service provider, but rather through a dedicated bulk-messaging service.

Depending on the network provider, the sender is able to see when the content is

downloaded and can therefore measure the penetration.

Multimedia Possibilities

Multimedia content creates wonderful branding possibilities. Newsletters can containtext colour corresponding to the brand identity. Brand logos have can have a bigger

impact than textual brand names and videos can speak much more than 1000 words.

With the multimedia possibilities of modern phones, their applications and online

connectivity, user generated content has never been so accessible, interactive or

hands-on. Users now have the ability to create and distribute content; meaning

consumer participation has never been as much fun.

Combining MMS with mobile Internet connectivity can be used to drive your audience

to a Social Media prole, mobile or traditional website. With creative instruments intheir hands, inspiring a culture of user participation between MMS messaging and

your websites can be a rewarding experience for all concerned.

Are You Getting Your Message Across?

Expensive and not ideal for a ‘technologically-challenged’ audience, MMS messaging

may allow for greater customisation and additional bells and whistles. That said, it is

not always the right channel for communication.

The Multimedia Messaging Service can be an effective tool for relaying a dynamic

message such as a newsletter, but simpler messaging platforms such as SMS can

often be better for frequent use. The bottom line; always research your audience and

budget thoroughly before embarking on a mass-MMS messaging campaign.

Infrared

Like Bluetooth, Infrared is a limited technology that is not yet extinct. Suitable for

creating a one-to-one connection over a short range, Infrared uses LEDs (Light

Emitting Diodes) to transfer data.

To make it safer for consumers, when MMS

content is sent, it’s actually stored online,

and only once the user has opened the

‘browser’ is the data retrieved and adapted

for the phone.

Advantages of MMS

Direct and personal

MMS messages can be stored and for-

warded

Delivery and read-reply reporting

WAP Push potential

Benet potential for sender and receiver

Varying message billing optionsSegmentation

Increased user interactivity through

multimedia

Image, video and other media rich content

allows for better branding

Disadvantages of MMS

Not compatible with basic phones

Content is not always adapted as expected

due to factors such as screen size and

resolution variations between models

Users who have opted into an MMS

database don’t necessarily have an MMS

enabled phone (which leads to excess

messaging at additional cost). Send-

ing bulk MMS messages is often only

available through a dedicated messaging

platform rather than a network

Users are unsure of the costs associated









9

Users with 2 Infrared enabled phones or handsets can share contacts, les and even

play games against each other.

Bluetooth

Created in 1994, the Bluetooth wireless protocol never took off quite as expected due

to the short range (roughly 10m) when compared to the wireless technologies which

came to be shortly after. Nevertheless, transmitting a maximum of 800 kilobits of data

per second via radio waves across shorter ranges, Bluetooth has been an important

standard in mobile and other Personal Area Networks (PAN).

Bluetooth is great for location specic messaging, such as broadcasts at a shopping

centre or airport. Though most feature and smartphones do have Bluetooth

capabilities, it’s not a given that there’s a denite connection. Bluetooth servicesneed to be switched on; something which consumers fail to do for extended periods

of time due to battery concerns and malicious connections and software, known as

‘Bluejacking’.

General Packet Radio Service (GPRS)

An extension of the GSM network, GPRS is used to connect to the Internet with mobile

devices as well as to send and receive multimedia content (MMS). It can even be used

to increase the speed of SMS message transfers.

With a maximum speed of up to 80 kilobits per second, the second generation of GPRS

allows for TCP/IP connectivity and also point-to-point protocols (PPP), connecting a

laptop or other device and connection sharing.

Enhanced Data Rates for GSM Evolution - EDGE

Even though is it technically part of the 2G league of technologies (dating back to

2001), EDGE is still lumped with the third generation (3G) of technologies. Due to its

backwards compatibility and progression away from GSM standards to provide better

wireless data transfer, EDGE provided a better connection than standard GPRS -

through better software, not hardware.

Though not the fastest connection currently available, the data rate of EDGE is up to

384 kilobits per second and the technology enjoyed moderate success until it was

replaced by the Wideband Code-Division Multiple Access (WCDMA) 3G technology.

Third Generation - 3G

Following on from 2G and 2.5G, 3G represents the third generation of mobile

connectivity protocols for digital wireless networks, such as High-Speed Downlink

Packet Access (HSDPA) which supports video calls and simultaneous data and call

AdvantagesSending small amounts of data

Uses less battery power than Bluetooth

Potential as a payment method

Disadvantage

Unreliable, linear connection

Short range









transfers. Fancy, huh?

With a 14.4 megabit per second broadband transfer rates, 3G technologies (like

HSDPA and even High-Speed Uplink Packet Access) are the current mobile Internet

connectivity standard for mobile phones.

Wireless Fidelity - WiFi

Gone are the days of using rolls of cables leading to massive, cumbersome hubs

and routers – WiFi connects more points, more types of hardware and is the leading

traditional networking standard at the moment.

Like Bluetooth, WiFi also uses radio signals to transmit data but over a much greater

area. A WiFi hotspot is a wireless network provider, and normally, a node on a muchwider grid of connections.

The idea is that WiFi hotspots in close proximity share the strain of providing the

service, with more hotspots being created all the time to ll in the blanks.

More and more laptops and phones are coming out with the IEEE 802.11b wireless

networking specication (Institute of Electrical and Electronics Engineers) making for

endless connection possibilities.

An ‘open’ WiFi hotspot means anyone can connect to the network (and usually the

Internet) without the need for a password. An evolved version of GPRS, mobile WiFicurrently has a maximum speed of 236.8 kilobits per second (where GPRS was only 80

kilobits per second).

Wireless uses much more battery power than Bluetooth, making it limiting for a

mobile device. But with a range of over ten times that of Bluetooth, there’s no denying

the future of wireless as a mobile technology standard.

Though only currently available on a limited number of mobile phones and not always

supported by the service provider, WiFi technology (good ol’ IEE 802.11b) is by far the

fastest and most stable mobile protocol.

When put to the test, EDGE connectivity uses

more battery power than 3G, but less than

WiFi.

Nielsen Mobile reports that the release of the

3G-enabled version of the iPhone lead to a

97% increase in AT&T subscriptions between

June and July, 2008.

10

Advantages

Increased range

Simultaneous call/Internet connectivity

Location specic hotspots

Even outdated dial up connections can be

linked to a wireless router, increasing the

accessibility

Disadvantage

Not yet a common mobile standard (se-

lected smartphones only)

Increased power consumption









Case Study

Kommando, an innovative marketing company based in Glasgow needed a thought

provoking strategy to increase the awareness of Know Your Limits, a National HealthService (NHS) anti-drinking campaign.

Launched in the city of Weston, the campaign aimed to curb binge drinking in the UK,

a dangerous pastime which is all too popular with the younger crowd (specically

those between the ages of 18-24). Kommando needed to get the message across and

stimulate PR on a rather modest budget.

The result was an interactive campaign which used mobile projectors (with sound),

Bluetooth SMS messaging and digital vouchers to send a warning to binge drinkers -

specically while out and about and at the ‘point-of-binge’.

A video compilation was projected onto the side of buildings in the ‘pub and club’

areas of Weston and Bluetooth messages were broadcasted to geo-target partygoers.

A limited number of yers and glow sticks were also handed out.

Free to download, the Bluetooth messages raised awareness and could be redeemed

for free non-alcoholic drinks, coffees, shakes and reduced entry at participating bars

and clubs.

With plenty of co-operation and support from the police and other concerned parties,

the messages were downloaded 563 times over the 2 evenings of broadcast, sparking

plenty off media attention (TV, radio, newspapers and online).

On a tight budget and spanning only 48 hours, the campaign was successful in

reaching the goals of increasing awareness and publicity – thanks to the availability,

immediacy and interactivity of the mobile technology and the Kommando strategy.

Further Discussion

Using the younger, tech-savvy generation, how can you reach an older audience?

Discuss how a USSD system can be used as a ‘low-tech’ alternative to a mobile

website or payment system.

Can you segment mobile web users between various connection speeds/types?

How can physical wireless hot spots be used in an interactive Mobile Marketing

campaign?

How can you use multiple P2P connections (Infrared, WiFi etc.) in an interactive

campaign?

11









What’s Up Next?

Mobile 101: Chapter 5

Mobile Technologies: Popular Mobile Operating Systems and Applications

In the next chapter of the Mobile 101 series, we will be looking at the advancement of

Operating Systems, Mobile development, as well as what applications are popular on

Mobile phones and why.

References:

Bailey [16 May 2009] Online SMS Usage Is Poised To Explode

http://www.articlesbase.com/business-articles/online-sms-usage-is-poised-to-

explode-919914.html

[Accessed May 18, 2009]

Covey, Nic. Nielsen provides iPhone 3G and smartphone statistics

http://www.nielsenmobile.com/html/press%20releases/

iPhone3GandSmartphoneStats.html


Covey, Nic. Nielsen: Texting now more popular than calling

http://www.nielsenmobile.com/html/press%20releases/TextsVersusCalls.html


Culligan, Barry [13 May 2009] GSM/GPRS module includes GPS

http://dataweek.co.za/news.aspx?pklNewsId=32404


ESATO Forum [Ongoing discussion]

http://www.esato.com/archive/t.php/t-117670,1.html


GSM World [Date unknown] GPRS

http://www.gsmworld.com/technology/gprs.htm


Komarov, Ivan [20 May 2008] Dene USSD. What Is It?

http://www.eyeline.mobi/blog/2008/05/20/dene-ussd-what-is-it/

[Accessed June 1, 2009]

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Komarov, Ivan [10 December 2008] USSD 1 + 2

http://www.eyeline.mobi/blog/2008/12/10/ussd-1-2/


Mac, J [17 January 2009] SMS Statistics

http://www.everysingleoneofus.com/no-way-back-from-here/1--lay-of-the-land/

statistics/sms-statistics


Mobile Phones UK [Date unknown] What is GPRS?

http://www.mobile-phones-uk.org.uk/gprs.htm


MyITForum.com [Ongoing discussion] SMS Metrics

http://www.myitforum.com/forums/m_72703/tm.htm

[Accessed June 1, 2009]

Nielson Wire [8 December 2008] The (Marketing) Revolution Will Be… Texted?

http://blog.nielsen.com/nielsenwire/consumer/the-marketing-revolution-willbe-

texted/


Reporter Wireless and Mobile News [9 December 2008] Americans Should ExpectMore SMS Text Marketing Msgs, Says Nielsen

http://www.wirelessandmobilenews.com/2008/12/american_should_expect_

moresms_text_marketing_msgs_says_nielsen.html


TechRepublic [May 2004] T-Mobile and CISCO Systems Join Forces to Offer Public

Wireless LAN Services.

http://whitepapers.techrepublic.com.com/abstract.aspx?docid=161231


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