• by John Hallenborg , June 13, 2002

VFlash Messenger is a user-activated pop-up display device. It can be downloaded from the vflash.com site or it can be distributed as part of a CD’s contents, displayed at any URL, or attached to emails. Its touted advantages include a one-to-one connection with customers, high-profile product alert capability, consumer tracking in a report format, database building, and loyalty program integration.

VFlash transmissions are not immediately displayed. An incoming message triggers an icon (and/or an audible cue) in the lower right hand corner system tray of a Windows screen. Click on the blinking icon to launch a message in a rectangle that covers about 30 percent of a PC screen set to 800 x 600 pixels. There are three components in the VFlash display: top line navigation, content, and an area for third party advertising, which could offset the $2,500 minimum monthly fee.

Russell Kern, VFlash executive vice president, says the device “is great for customer retention, but not so great as an acquisition tool.” The cost of VFlash makes it somewhat prohibitive for small businesses, but it is not out of the reach of mid-sized clients. Moreover, there is a start-up fee, although recurring charges are performance based. Kern says that VFlash needs to educate clients about such things as frequency of message delivery, as there is a fine line between maintaining a high product profile and overloading the user. With VFlash, a strong argument can be made for less being more.

VFlash’s client roster currently includes NBC, Blockbuster, Access magazine, Artemis Records, and B2B player Winstar video. Every client gets a customized version. With the Blockbuster iteration, once you’ve downloaded the software in a minute or two, a four-part registration process puts your personal data (name, address, phone, preferences, etc.) in the hands of the video giant. Then users will receive two to four messages daily, on average, some of which will be useful (videos soon-to-be-released) and others of dubious value (top five rentals last week). Given the nature of its delivery mechanism, businesses with nearly continuous new product releases qualify as likely customers. Movie and TV production companies, book and magazine publishers, content-driven web sites, seasonal businesses, and large retailers (with frequent sales) fall into this category.

Another client, Happypuppy.com, is a video game site division of theglobe.com network. Charles Gray, Happypuppy.com publisher, is pleased with both the cost/benefit results to date and with the device’s functionality. Having clicked on every preference available, Gray monitors all of his firm’s video game-related messages, which are sent several times an hour. “On the web, it’s all about timing—being first with news is important.”

Gray says he hasn’t seen any downside to the messaging but is mindful that with users being greeted by a bark from the Happy Puppy’s Watchdog-branded VFlash, it may become annoying if a user has declared too many preferences. “Select only what you’re really interested in,” he advises.