Enpocket has announced the availability of the Enpocket Marketing Engine (EME) 6.0, the latest version of the companys mobile campaign management system. Enpocket says the release enables mobile operators to target their marketing messages and manage their advertising inventory using demographic, transactional, behavioural, location and other advanced data parameters.
The EME is a mobile marketing and advertising platform that manages, reports and optimises all types of consumer-brand communications on the mobile handset. EME 6.0 integrates, in one platform, all of the key requirements for mobile carriers to offer advertisers high ROI mobile advertising programs, including consumer profiling and targeting; rule-based campaign logic; integrated browsing/messaging mechanics; rich media; and end-to-end reporting and analytics. 
Key enhancements in the latest version of the software include targeting capabilities that, for the first time, allow advertisers to select designer mobile audiences using behavioural profiles, demographics, location, browsing and purchase behaviour, and time of day; high-performance ad serving integrated with text (SMS) and multimedia (MMS) messaging for automated, push-pull campaigns; advanced inventory forecasting, management and tracking for real-time campaign trafficking and performance optimisation; integrated beyond-the-click campaign mechanics that enable consumers to click-to-call, click-for-coupon, click-to-locate, and click-to-Web; and reporting and analytics functionality, enabling advertisers and media buyers to analyze and optimise campaign performance
Mobile advertising is a potentially significant source of additional revenue for operators, says Enpocket CEO Mike Baker. With this release, we are enabling operators to leverage their data assets to provide a more compelling mobile advertising proposition to publishers and brand marketers.
Linda Barrabee, Program Manager at the Yankee Group adds:
“The appeal of advertising on the Internet has been about reach, measurement and targeting. Combined with the rich subscriber data held by carriers, the mobile device takes it a step further by not only allowing advertisers to effectively measure their campaigns, but also to create more targeted campaigns than they ever could on the Web.”