Vodacom has pushed the potential of wireless technology as a marketing and CRM (Customer Relationship Management) tool to a new level with its innovative SMS competition currently running in conjunction with the Tri-Nations Rugby tournament.
Within the six weeks of the competition, thousands of rugby fans participated in the largest SMS (short message service) campaign in SA, sending messages to their favourite Springbok. Thousands more are expected to take part in the campaign before the competition closes on August 29. One lucky SMS sender - whose cellphone details are randomly selected from the thousands stored in the competition database - will win a new Toyota Condor 4x4.
The entire competition is underpinned by sophisticated technology developed by Prism Wireless, a new division within JSE-listed Prism Holdings.
Headed by Mike Serrao, Prism Wireless was established to consolidate all Prism`s mobile commerce (m-commerce) initiatives following the Group`s acquisition of Accord Technologies` DataGate Software mobile commerce server, WAP (Wireless Application Protocol) and Java intellectual property.
"SMS technology itself is not new. However, by exploiting the two-way communication push-pull capabilities of Prism Wireless` DataGate V5 server software, Vodacom is providing its subscribers with a fun, value-added service while simultaneously developing a valuable customer database.
"DataGate V5 server software is been widely used in SA and abroad to deliver information like share prices and sports scores, as well as ringtones and picture messaging to cellular phone users` handsets. This is the first time, however, that a cellular network provider has recognised its potential as a competition channel within a marketing and CRM strategy," he adds.
In addition to providing the engine which powers the competition and consolidates the information from the messages sent to each member of the Springbok squad`s personal SMS number, Prism Wireless` DataGate V5 technology includes the secure facility which will randomly select the winner from the database.
Eric Valentine, head of value-added services at Vodacom, says the company had worked with DataGate V4 technology in the past and was satisfied with its performance and capabilities.
"It therefore made sense to use the latest DataGate technology for the Tri-Nations campaign. Indeed, plans are already afoot to further exploit the power of the DataGate product for more media-type applications and to provide near real-time access to application performance and results via the Internet," he concludes.
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