SMSPup Ad-supported Network Launches in Australia
- Tuesday, September 2nd, 2008
- Share this article:
Australian MVNO (Mobile Virtual Network Operator) ComTel Corporation has launched Australias first ad-supported mobile phone service. The SMSPup Mobile plan offers consumers Aus$130 (60) of monthly included call value for $10 per month.
Core to the plans offering is the extra value generated through advertising offers and participation rewards. Customers who opt-in to the advertising component will receive reward points that can be redeemed for a range of benefits including movie passes and travel discounts, and used in auctions for devices such as handsets. These customers effectively receive a 65% discount off the services $29 a month base fee structure, the company says.
SMSPup Mobiles development marks the culmination of ComTels successful integration of its pre- and post-paid MVNO businesses with Empowered Communications, Australias largest permission-based e-marketing group that was acquired in October 2007 for $23.7 million.
The launch reinforces ComTel Managing Director David Sweets long held view that future profitability for the telecommunications and advertising sectors lies in the convergence of mobile phone, Internet and media technologies.
While convergence presents the right concept for mobile advertising, reach and relevance are key to its success, says Sweet. ComTel brings telecommunications technology and expertise to a proven permission-based marketing model to deliver effective and cost efficient mobile campaigns to a ready base of advertisers and consumers.
Sweet notes that ComTel has a collective database of 500,000 Australians who have subscribed to one of Empowereds five online portals, and an advertising base of over 360 brands and agencies that have been targeting these subscribers since 2004. Subscribers are rewarded for receiving mobile and online ads that match their registered demographic profile and lifestyle preferences.
One of Empowereds most successful opt-in online databases, SMSPup is already 140,000 strong, offering free web-to-mobile SMS capability in return for receiving ads and participating in occasional surveys. Last year, word-of-mouth referrals accounted for 66% of the portals growth.
The ads SMSPup Mobile users receive will reflect their demographic and lifestyle preferences, providing advertisers a direct, measurable and highly responsive marketing medium. The permission-based model ensures that the consumer is in control of the advertising process as they can opt-in and out anytime they choose.
A recent survey of 6,500 people conducted by ComTel in Australia found that over half would consider receiving ads on their mobiles if the messages were relevant to their interests and reduced their call and text charges. The survey also found that the mobile ranked the highest on a list of devices people could not live without, ahead of the PC and the TV.
SMSPup Mobile joins ComTels stable of segment-focused mobile offerings, including Just Mobile, Amichi Mobile and Reward Mobile. All run on the Vodafone network. ComTel says it is also ready to offer white labelling capabilities for organisations and businesses wanting to brand their own mobile offering.