• by July 20, 2006

Mobile, mobile, mobile. This month we're all about mobile marketing via wireless phones and devices. The wireless phone, BlackBerry, Treo, PSP, and others are among the most personal and intimate gadgets we incorporate into our lives. So is it any surprise that marketers are salivating at the chance to reach us in a one-to-one, direct, and special way via these devices?

Wireless and digital marketing gurus have trumpeted the potential of a one-to-one relationship with consumers via wireless devices and services for years. They dream of delivering location-based information and promotions, coupons, contests, and other stuff. The reality hasn't quite caught up with the promise and potential, but not for lack of effort on the part of application providers.

What I find most interesting is the prospect of mobile communities  like Dodgeball, the wireless social networking service that allows people to find each other when they're out, then text and meet up. Such services will need to be ad- or sponsor-supported, because how much more can consumers pay for wireless services, what with text, voice, data, games, and more?

And there's also mobile couponing. Take Cellfire, a mobile startup that has tested a Java-based mobile coupon. It has teamed up with Cingular and planned tie-ins with T.G.I. Friday's, 1-800-Flowers.com, Hollywood Video, and Carlson Travel to nationally distribute their coupons. Cellfire says redemption rates for its coupon tests ranged from 15 to 25 percent. Cellfire's system is based on a downloadable Java application, distributed via Motorola's HelloMoto.com, Cingular's mobile site, and Cellfire.com.

Wireless over-the-air music services are also likely to be ad-supported. IDC forecasts that U.S. wireless music services will rack up more than 50 million users and generate more than a billion dollars in revenue in 2010.

The future is in our hands  literally.