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Study Shows Mobile Phone Marketing Power
Posted: 23-Jan-2002 [Source: Reuters via Yahoo]

[e-Street marketing research project shows mobile SMS messaging can substantially boost sales in targeted group.]

by Jan Strupczewski, Gothenburg, Sweden -- "Product marketing via short-messaging (SMS) directly to mobile phones can substantially boost sales, according to the findings of a test project done in Sweden presented on Tuesday.

"The project, called e-Street, grouped 2,500 volunteers in the northern Swedish city of Lulea, who agreed to receive SMS messages on special offers or bargains from some 150 local companies and test services that content providers need to try out and finetune before offering to the wider public.

"Each mobile phone user could decide what messages he or she wanted to receive by changing their individual profile via the Internet. "After the McDonald's (fast-food restaurant in Lulea) sent SMS messages to customers, 25 percent of their target group showed up in the restaurant and bought a hamburger," said Mats Eriksson, chief executive of the Makitalo Research Center, which carried out the project in cooperation with Swedish telecoms equipment maker Ericsson (news - web sites), operator Telia and Internet consultant Frontec.

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