Mobile communications have only just begun to transform the way the world connects. If one thing's for certain, wireless technologies already enable information to travel at a rapid clip. So it's no
wonder this week's
In the Trenches subject, Serge Elkiner, is always on the go, too. Elkiner is tasked with moving marketers into the mobile generation.
Basic Training
Vice president of new business
development for wireless marketing company YellowPepper, Serge grew up in Belgium, but these days home is wherever his plane lands. The self-described "gadget freak" has been involved in the
wireless industry for years, working as a student for a wireless provider while in Belgium, and later cut his teeth at a wireless technology entrepreneurial program at Boston University.
It was
during a stint drumming up business here in the states for HelloTech Technologies, an Israel-based mobile commerce firm, that Serge first encountered Boston's YellowPepper. The company lured him
nearly eight months ago.
Daily Drills
"My life is on an airplane," says Serge, who experienced 12 landings and takeoffs in the three weeks before his interview with MediaPost's
MediaDailyNews. Recently, he met with clients in Brussels, Madrid, and Paris, then made his way to Atlanta and New York. Serge insists on meeting face-to-face with agency clients and brand
marketers, whether they're in Europe, Latin America, or the United States.
Serge considers YellowPepper's dedication to meeting clients in-person as critical to the company's success. "Where the
clients want us to be, we'll be," he asserts.
The firm's mobile messaging platform is accepted by 87 carriers worldwide, including Cingular Wireless, AT&T Wireless, and Verizon Wireless. This
summer, YellowPepper plans to launch wireless promotions for a major beer brand in the United States, as well as for a new razor brand in Europe. "The summer is a big marketing time," adds Serge.
Tough Battles
"My biggest challenge is getting on the right plane at the right time," he jokes. Of course, when playing evangelist for a new medium, lack of understanding is always
an obstacle. Educating marketers about using text messaging in their campaigns was challenging last year, admits Serge. Although wireless penetration is farther along in Europe, for instance,
agencies had yet to consider mobile marketing. This year, he observes, "It's completely different. This year it's already in their budgets."
Still, at this point, relatively few marketers have
been convinced to employ wireless as a component in their campaigns. "One thing that's still in the minds of advertisers," explains Serge, "is 'Does it really work?'" The key is that the client
understands, he stresses. Once they understand and test the wireless waters, says Serge confidently, "they're your partner forever."
Base Camp
As if he doesn't spend enough time in
airports, when Serge is at YellowPepper's home office in downtown South Boston, he's actually in a transformed hangar. The company has considered moving out of the space, which is shared with other
firms. "But," notes Serge, "it's got a cool effect you couldn't establish in a normal environment."
Mission Possible
Realizing the negative effect spam has had on email marketing,
the wireless industry is dedicated to obviating similar problems. Serge and his colleagues are serious about protecting wireless marketing from a spam-like menace. "It will kill our business," he
emphasizes, "but we'll probably have a very slight chance of spam in the industry." YellowPepper CEO Marc Theermann currently is assisting the FCC in its efforts to stamp out wireless spam.
Overall, Serge sees a bright future ahead for mobile marketing. "The agencies have come around," he says. "I think we're on the right path."
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