Vodafone UK adds mobile marketing & CRM

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By: Wise Marketer Staff |

Posted on August 26, 2004

Vodafone UK adds mobile marketing & CRM

The mobile marketing solutions provider Enpocket has licensed its mobile marketing software, the 'Enpocket Engine', to UK mobile telephone service operator Vodafone to deliver marketing and customer relationship communications direct to the mobile phones of its customers.

Vodafone is to use the Enpocket Engine for SMS (Short Message Service), MMS (Multimedia Messaging Service) and WAP (Wireless Application Protocol) to inform existing customers about its range of products and services. The system has already been fully integrated with the telco's existing enterprise systems to provide a single user interface for in-house mobile CRM.

Analytics & scalability Vodafone selected the Enpocket Engine after a detailed competitive review, based on: its analytics and profiling capabilities (the ability to act on reports of customer behaviour and set rules and triggers to get the right messages to the right customers); its scalability (the ability to handle millions of messages daily); its flexibility (the ability to handle SMS, MMS and WAP); and its speed of implementation.

"Operators and brands that want high-impact mobile CRM need feature-rich software that is capable of detailed segmentation and profiling," explained Jonathon Linner, CEO for Enpocket. The system's web interface and 'wizards' system allows Vodafone to design and deliver tailored communications for its core services.

CRM in the engine Behind the Enpocket Engine is Enpocket Insight which provides consumer data from campaigns and general mobile usage in the marketplace. Using both, Enpocket says, mobile operators can optimise the relevance of their marketing and relationship communications so that a low-cost wireless contact strategy can help improve performance across all media channels. According to Enpocket, such mobile CRM campaigns can enhance marketing programmes, whether to drive sales, develop loyalty, or cut costs.

Enpocket has provided technology and solutions for many leading mobile operators, including work done recently to boost Orange's mobile internet revenues, and deals with T-Mobile, O2, Vodafone Japan and Elisa (Radiolinja). The company's other clients currently include Levi's, Nike, McDonalds, Orange, BBC, Volvo, HSBC, Radiolinja, NHS, Turner, Vodafone, Fox, ESPN, ABC, Honda, Sony, Universal Pictures, Expedia, Sonera Zed, Warner Brothers, T-Mobile, Cadbury's, Coca-Cola, P&G, JCPenney, KFC, O2, Doritos, HP, Fidelity, GM, CompUSA and Mastercard.

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