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Featured Member Profile: Mobixell
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Describe your company and what role does it play in the mobile marketing ecosystem?
Mobixell is a mobile VAS company headquartered in the US, providing mobile operators with Mobile VAS and Advertising Solutions . Mobixell currently has over 300 deployments at mobile operators and content players worldwide and is the leading solution provider of mobile messaging (MIM), mobile content and mobile advertising. Mobixell's comprehensive range of mobile media solutions enable service providers to deliver Mobile Messaging, Mobile Advertising and Mobile Video/TV to over half a billion subscribers worldwide.
Mobile Advertising: Mobixell Ad-It™ is a multi-channel media-rich advertisement solution specializing in delivering optimized, high quality, multimedia ads over a variety of delivery channels- Mobile, Web, IPTV and others. The Mobixell Ad-It™ product line includes the following main modules:
- Trade-It – Mobixell’s inventory management and media market place platform for operators, Ad sales partners, media agencies, and brands, to allow the best possible media market abilities to trade the mobile operator’s inventory between all parties in the mobile Marketing value chain.
- Serve-It – Mobixell’s Ad serving solution for mobile operators, 3rd party service prodivers (D2C) and other partners in the mobile Ad eco system. It enables a high level targeting ability for all tiers of mobile targeting: contextual, demographic, behavioral and even viral-marketing based behavioral.
- Market-It – Mobixell’s mobile marketing end-2-end solution for permission based mobile marketing campaigns. This includes: an Opt-in GUI and DB, an SMS/MMS push platform, including a fully interactive ingredient for coupon, polls, contests etc.
Mobile Messaging: Mobixell is the leading supplier of multimedia and content adaptation systems for mobile operators.Mobixell's media adaptation and content production products and solutions are deployed at over 300 mobile operators worldwide, brandishing the largest install-base of all media adaptation players in the market. Mobixell customers gain from the extensive experience and expertise that has been packaged to the world's most popular media adaptation system. Some of our Tier 1 customers include Verizon Wireless, Vodafone, Orange, O2, TIM, Turkcell, and AIS.
Mobile TV - Mobixell’s VideonTM, which is commercially installed at various mobile operators around the world, enables the delivery of mobile video services from Video on Demand and live channels to internet video, over a vast variety and diversity of mobile devices, domains and networks, simply and at optimum quality.
How does your company add value or differentiate itself in the marketplace?
Mobixell sees targeting as an imperative way of countering the lack of reach challenge for most mobile inventory beyond SMS. This approach enables mobile operators to support personalized, target advertising, resulting in less waste and higher conversion rates.
Mobixell’s customers benefit from one of the most advanced mobile advertising solutions in the world, based on Mobixell’s vast expertise in providing Telco-grade, fully scalable, real-time Ad enabling solution, with dynamic targeting and profiling. Another major growth area for the company is its tracking technology. A primary driver of this is the company's dynamic advertising services, which looks to motivate users to share.
What advice would you give to someone who is new to mobile marketing?
The first advice would be – find your edge, your unique advantage over similar solutions/competition. Today’s mobile marketing world is crowded with many great companies, offering diverse products, solutions and concepts, so it is very important to make sure, before you start your mobile marketing journey, that whatever you are going to offer the world – it will have some kind of uniqueness, otherwise it would be very hard to make a successful mark in the arena. Any kind of significant “edge” would be good: market relationship, existing customer base (operators, publishers, agencies), technology IPR, new mobile marketing concept that was never offered before, or any other kind of something of your own that will really stand out from the rest of the mobile marketing crowd.
What is the one thing you wish you would have known before getting into the mobile marketing industry?
Actually, we knew the basics, and learned all the rest along the way. The main issue to know is, that Mobile Marketing is a young, yet to be explored, evolving market which is much more than SMS push campaigns, mobile coupons and short codes! The best thing to assume once getting into this arena is that every day you find out that you learn something new.
Would you like to mention one of your successful campaigns?
One recent campaign which we worked on fully demonstrated the value of targeted advertising. We recently worked with the Polish 3G operator Play Mobile who deployed Mobixell’s Ad-It as the platform for its WAP channel. Play and Mobixell trialed the new advertising service on Play’s WAP Portal for a campaign which ran from March – April 2009. During this time the operator ran 33 different advertising promotions including a premium campaign designed by Ogilvy Poland to promote the new Motorola MotoROKR E8 handset. The MotoROKR campaign was the first venture undertaken as a global partnership between digital marketing agency, OgilvyOne, and Mobixell. The campaign was implemented by OgilvyAction, the brand activation arm of the Ogilvy Group. Mobixell is providing Play Mobile with a WAP Advertising solution powered by the Mobixell Ad-It™ platform, including: inventory management, trafficking, campaign management, business operation and the Ad Server functions. Ogilvy Poland designed the Motorola campaign which featured on the operator’s WAP Portal and has generated an impressive Click Through Rate (CTR) of 4.3% on average, reaching 13% at its highest.
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What are 3 three things one should do to ensure a successful mobile marketing (MM) campaign?
These would be:
- Define your campaign goals – is it a Brand awareness campaign? Hard sale campaign? Other? This is the most important thing to start with, as a well defined campaign will allow you to adapt your MM campaign to the overall campaign’s goals. For example – a call for action (click to link, click to call etc.) is not mandatory when it’s brand awareness, but on a sales promotion campaign is essential.
- Define your target audience – who are you trying to reach? Is your target audience well defined? Can your MM reach these people? Use the right mobile channel wisely for each target audience.
- Adapt your MM strategy to address the campaign goals and target audience – applying the same MM tactics for every campaign will not fly, you need to rethink, each time, and build a suitable, customized MM each time, that will better suit what you are trying to achieve in the overall campaign’s goals. After doing that, check yourself constantly: campaign metrics are not for fun, they are a necessary tool for evaluating if your MM campaign is a success.
How does Mobile Marketing Association help you drive your mobile strategy?
It helps me to align my mobile strategies with the entire MM industry based on guidelines, publications, MM events and conferences and more. It allows a free and open debate within the MM industry; a debate which helps us all (players in this arena) to better achieve our goals.
