Mobile marketing and advertising technology service provider Velti reports that its 2007 revenues were 75% up on the previous year. Velti announced the launch of the Version 4 of its Mobile Marketing Platform (MMP 4.0) at Mobile World Congress 2008 last month, along with details of several new customer wins, including Johnson & Johnson, Microsoft, LMVHs Hennessy, Pepsico and Colgate-Palmolive.
MMP 4.0 features enhanced advertising and marketing solutions spanning multiple media, including mobile communities, games and applications. Using MMP 4.0, says Velti, advertisers and operators can offer consumers a unique, personalised mobile marketing experience using loyalty schemes, mobile coupons, social networks and other interactive activities.
2007 was the year when the mobile channel started to move into the mainstream advertising and marketing mix, says Velti CEO, Alexandros Moukas. Our market-leading full service mobile technology platform allows clients to manage more than 70 types of campaign solutions from development through to delivery and measurement. This holistic approach gives our customers the ability to deploy the right campaigns for their audiences to the timescales and across the regions they need.
Velti created a number of brand loyalty-building campaigns for major operators in Europe during 2007. Orange UK partnered with Velti to launch an online and mobile music community which offers a priority mobile ticketing notification and purchasing service. The service is designed to enable Orange to develop a direct and interactive relationship with customers, allowing them to receive notifications of their favourite artists concerts and reserve tickets via the mobile.
Velti notes that its work with mobile operator MTEL on a shortcode competition led to the countrys most successful mobile campaign, with over 12.5 million messages from a subscriber base of just 4.5 million, while a Bacardi campaign for mobile invitations to parties had to close early due to its success.
Also last year, Velti and Interpublic Group announced the launch of Ansible, their joint venture which has formed a dedicated mobile marketing agency of the same name. Ansible currently operates in North America and Europe, with plans to open full-service offices in Asia. It is using Veltis MMP to offer mobile strategy, creative development and campaign management. Since its commercial launch in September 2007, Ansible has signed up five Fortune-50 customers for mobile campaigns in North America, Europe and Asia.