As mobile handsets and services become more sophisticated, the challenge is on for mobile operators to find new, efficient ways to encourage consumer uptake. With this objective, Orange recently launched a major SMS programme to its subscribers promoting a free trial of Open Access. Orange Open Access offers unlimited access to WAP for one fixed price.
Orange partnered with Enpocket, the mobile marketing specialist, to implement the programme, which has achieved a remarkable average response rate of 14%.
The activity, which has run over several months with millions of messages per week, is perhaps the best example yet of how sophisticated customer database analysis combined with innovative SMS mechanics delivers exceptional results at a fraction of the cost of traditional marketing channels.
The campaign has several components including:
Handset tips which give handset-specific tips related to using WAP via SMS for high data users and via the telephone for low data users
Instant signup which enable subscribers to simply text back “Y” to a zero-rate Orange short code to be get immediate access to the service
Content tips which matched time-specific teasers on new WAP services such as Wimbledon scores with subscribers’ interests and usage profiles
“The number of trial activations from SMS and in particular 2-way SMS has exceeded expectations and has helped reduce traffic into our call centres,” said Jeremy Dale, Vice President, Brand Marketing at Orange. “We are very happy to have partnered with Enpocket.”
“Expert SMS systems such as Instant signup ensure that Orange subscribers can activate the service easily via text without calling a call center or going online,” said Jonathon Linner, CEO of Enpocket. “The high response rates married with very low opt-out rates show that there is a large difference between simple mobile marketing and smart mobile CRM which tightly targets creative and mechanics to a users’ profile and interests.”
