Blue Label Telecoms (BLTS) and Mobilitrix yesterday announced a strategic partnership, established in a bid to drive mobile coupons to mainstream status in the retail space.
According to BLTS, a listed company and distributor of prepaid electronic tokens and transactional services, mobile couponing represents a means to engage with and motivate consumers with mobile marketing campaigns and rewards.
“With a [mobile] penetration of close to 100% in SA, this solution offers a perfect vehicle to engage with consumers through their mobile phone to build consumer intelligence, reward them, and offer a targeted and fully measurable marketing platform.”
A mobile coupon is an electronic ticket solicited and/or delivered by mobile phone that can be exchanged for a financial discount or rebate when purchasing a product or service. Coupons are issued by manufacturers of consumer goods or by retailers to their clients or consumers as part of their sales promotions to drive footfall and build customer loyalty.
Sure growth
Chris Rolfe, CEO of Mobilitrix, a company that creates and delivers software and mobile customer retention management solutions, says the partnership will serve to grow the mobile coupon category in various markets.
Joint-CEO of Blue Label Telecoms Mark Levy says the mobile coupon sector is experiencing growth up to as much as eightfold, “with redemption values expected to exceed $43 billion globally by 2016 (source: Juniper Research).
“Partnering with Mobilitrix provides us with access to the best of breed technology and services in this area. In particular, we will be able to connect with and reward customers in a targeted, intelligent, personalised and measurable manner.”
Head of investor and media relations at BLTS Michael Campbell says the company has 140 000 points of presence in the marketplace, holding key relationships with most retailers in the corporate and informal channel. “[The partnership] will allow for mobile coupons to go mainstream by making this service and solution accessible to bigger and even smaller retailers.”
He adds that, through the concerted campaign driven by the two companies, retailers and manufacturers will be given a targeted and measurable vehicle to drive profitability to their stores.
“Blue Label will assist in making the mobile couponing experience easily accessible to both the retailer and the consumer in a cost-effective manner by leveraging off their existing distribution channels.”
Blue Label Telecoms is focused on taking products and services to consumers within the middle and bottom range of the world's economic pyramid, namely emerging and developing economies. Mobilitrix, a South African company, creates all software and solutions in-house.
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