Orange and Enpocket, the leading mobile marketing solutions provider, picked up the ‘Best application of an innovative CRM concept’ Award for the Orange Open Access programme at the 2004 CRM Industry Awards held in London on 27th April. This is the first time an SMS-based CRM programme has been recognised for the top award.
The work that Orange and Enpocket have done to teach mobile users how to access mobile Internet content and get the most out of their handsets was also recognised in the ‘Best CRM project with a mobile application’ category where it came runner-up to Irish Life.
“Open Access has set the standard for mobile CRM and shown how brands can build deeper relationships and understanding of consumers through their mobiles. As a mobile operator with the customer at the heart of everything it does, Orange has led the way,” said Jonathon Linner, CEO, Enpocket.
The two-way SMS programme helped to drive over 200,000 new subscriptions to Orange’s Open Access mobile Internet service. Orange offered customers a free three-month trial to Open Access by SMS and helped guide customers to relevant content through a series of SMS tips and embedded WAP links.
By enabling customers to easily access relevant content from deep within the Orange World mobile Internet portal, such as film, ringtones or football, Orange is increasing its mobile Internet data revenues for the long term.
The programme’s success was driven by detailed profiling and segmentation of the Orange mobile database, and then by tailoring content to individuals accordingly. This ensured that 15% of customers contacted became active users of Orange World services.
2004 has seen Enpocket build upon its roster of blue chip companies using the mobile as a CRM tool. William Hill recently licensed the Enpocket Engine and has built up a loyal mobile community. Other major brands using Enpocket’s solutions for CRM include Murphy’s and Expedia.
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About the CRM Industry Awards
The CRM Industry Awards, now in their fourth year, aim to recognise and reward achievement in the field of customer relationship management. Independently organised and sponsored by CRM magazine, the eight awards are judged each year by a different panel of industry experts including practitioners, consultants and analysts. All proceeds for the gala dinner go to the charity Children in Crisis, of which the Duchess of York is founder and life president.
About Enpocket: Enpocket’s consumer-driven mobile solutions make marketing more effective. The heart of the offering is the Enpocket Engine, the world’s most widely used wireless marketing software. The brain of the system is Enpocket Insight, the richest source of actionable consumer data from campaigns and general mobile usage in the marketplace. Using both, Enpocket Solutions – from advertising to promotions and relationship marketing – optimize relevance and response so that a low cost wireless contact strategy can improve performance across all media channels. Mobile can enhance any marketing program, whether driving sales, developing loyalty or saving costs. To learn more see www.enpocket.com. Enpocket has offices in New York, Los Angeles, Palo Alto, London and Helsinki.
Enpocket clients include: Levi’s, Nike, McDonalds, Orange, BBC, Volvo, HSBC, Radiolinja, NHS, Turner, Vodafone, Fox, Honda, Sony, Universal Pictures, Expedia, Sonera Zed, Warner Brothers, T-Mobile, Cadbury’s, Coca-Cola, P&G, JCPenney, KFC, O2, Doritos, Mobileway, HP, Fidelity, GM, CompUSA and Mastercard.
