Leigh Phillips, DM Europe
UK mobile marketing firm I-movo, the company has launched its secure mobile marketing platform, which allows vouchers sent to consumers by SMS to be redeemed at retail outlets using existing payment terminal infra-structures such as stand-alone point of sale terminals and retail EPOS systems.
The platform issues a mobile ‘voucher’, containing an individual identification number, which is delivered to a consumer’s mobile phone using SMS. Each number is checked at point-of-sale using the retailers’ existing EPOS or payment terminal devices. The electronic nature of the transaction ensures that the voucher cannot be used more times than is permitted by the issuer, and is limited to participating retailers within the duration of the promotion.
The system is paperless and the retailer is refunded with the cost of the goods or promotion very quickly.
The marketing professionals who run the campaign will also benefit from the new system – detailed reports and analysis are available in real time, so campaign managers can keep track of results as they happen.
To develop this secure system, I-movo worked with TS3 Interactive, an independent UK payment systems provider.
‘SMS marketing has been well established for several years now,’ said David Tymm, managing director at I-movo. ‘But until now, technology and security have been major barriers to success. Campaigns using SMS, although often targeting exactly the right audience, have typically offered low consumer value as issuers are concerned with fraud and over-redemption.’
According to Tymm, previous attempts to offer secure mobile marketing have been slow to be adopted as they have not been able to operate with existing equipment at point-of-sale and have required high levels of capital investment.
Tymm continued: ‘I-movo mobile vouchers may now be accepted in any retail establishment that operates electronic payments. Our solutions are built on industry-standard platforms and are transportable to other areas of the world using the same principles.’