E-enable, a wireless marketing initiative, has launched. Its first product, M-Power, delivers wireless marketing messages using SMS to consumers who opt into receiving information and discounts via their mobile phones. The service can be used across 290 GSM networks worldwide.
Targeted at the business sector, the wireless marketing platform enables companies to send personalised communication to high value customers, with the aim of reducing cost of acquisition and building loyal communities that respond to offers because they are relevant.
Janine Rebelo, executive director of E-enable, explains, "A marketer now has the option of maximising their database and reaching their markets at times that suit the consumer. Unique voucher numbers ensure that the consumer receives an incentive for responding to the information they`ve asked for. It is tailor-made marketing at its best."
When combined with internal systems, M-Power can analyse the success of each campaign and return on investment as well as the advertising to sales ratios of every wireless "e-tail" mailing.
The administrator of the account can set message limits online, and delivery reports are sent to the administrator of the account after each mailing.
M-Power can handle as many brands as the client chooses to enter into the secure site and a variety of enabled groups can also be set up online. Each group has tailor made access. For instance, a brand manager can be enabled to send marketing messages for a monthly budget across five different products.
A company may have 10 different brands that utilise SMS marketing that all work off the same corporate M-Power account. Individual reports will show performance and usage of messages sent on each brand. Clients have the option of determining which reports they want to receive and when they want to be notified of activity on the account.
"We`re almost like a very supportive back-end company - we don`t want to be in the forefront - it`s to actually enhance the relationship between the retailer and the consumer. We know what you`re interested in, and we`ll take those products directly to interested parties - but with a tangible benefit."
A practical example, she says, could be a special offer sent by a retailer to a database that has requested information about specific products. The consumer goes into the store, purchases the advertised products and receives a discount or free gift when they show the voucher number that was part of the SMS sent to their mobiles.
E-enable suggests that information needed to populate customer databases can be built by using a company`s Web site, in-store campaigns, press releases, direct mail shots and competitions. If marketers have current databases these will be utilised (without giving E-enable access to the information) for e-tail offers.
The company offers three distribution models - a prepaid option, which is targeted at SMEs, a corporate offering which hinges on a license agreement and billing in arrears, and an on-seller agreement where advertising agencies can use the product to market their clients` offerings.
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