New marketing tool transforms business

MEDIA RELEASE

7 February 2007

New marketing tool transforms the way NZ businesses connect with their customers

Impressive technology developed by a global IT company will change the way lifestyle brands interact with their customers.

In an Asia Pacific first, the new technology – called Broadcaster™ – allows New Zealand companies to send image-rich and updatable, menu-driven applications to a consumer’s mobile phone, without using expensive web browsing or WAP.

The real time, off-portal broadcast system enables companies to send product catalogues, news, event details, special offers and even sporting results to a customer’s mobile phone – on receipt of an SMS text message or email request.

Developed by IT firm Absolute Data Group, Broadcaster™ opens up a world of marketing opportunities, limited only by the imagination.

Absolute Data Group CEO, Tammy Halter believes Broadcaster™ will change the way big brands interact with today’s sophisticated consumer.

“Successful brands are those gaining competitive advantage by harnessing technology to deliver consistently rewarding consumer experiences,” said Tammy.

“These companies are learning what it takes to gain customers and the need for multi channel marketing. But multi channel marketing is just the beginning. Today’s consumer is sophisticated, experienced and content hungry. They expect to use multiple channels for purchasing.

“The challenge for companies today is to deliver relevant, personalised content at a time when buying impulses are high,” said Tammy.

Broadcaster™ will help companies to do just that.

Aimed at large lifestyle brands wanting to create a loyal fan club of consumers, Broadcaster™ is the ultimate in consumer-initiated product and sales delivery systems.

It enables companies to engage one-on-one with consumers, receive qualified, dedicated marketing leads, and respond to customer-driven requests, 24/7.

“What’s unique about Broadcaster™ is that,
for the first time ever, consumers won’t have
to rely on website links or a permanent connection to WAP in order to access their favourite brands from their mobile.

“It’s also consumer-driven, low cost and user-paid marketing, and an extremely cost-effective way to connect to consumers. Ultimately, it puts the shop into the pocket of consumers, all day, every day,” said Tammy.

For marketing agencies or in-house marketing departments, Broadcaster is quick and easy to use. Marketers access a simple content-authoring program via the web and create highly-visual content ready for the consumer. They create a new application by inserting text and graphics, or can make a new version of an existing application. The whole process can literally take just minutes, and content is automatically scaled to fit each device type.

When a consumer sees the SMS code on marketing or point-of-sale material, they send an SMS and within a few seconds they receive a link to a feature-rich application that resides on their mobile device. Once the application is installed, SMS is no longer used. The application communicates with the content owner’s Broadcaster™ application via HTTP over GPRS.

Tammy believes this could be the start of a whole new way of doing business.

“Companies are always looking to go beyond traditional marketing bounds and equally important, today’s consumer wants to be able to connect with their favourite products and services on demand.

“Our technology means businesses can tap into a new generation of on-demand consumers. Consumers like to feel like they’re part of an exclusive club and that feeling results in brand loyalty,” Tammy said. “Whether they’re waiting for a bus, are on the train or at the beach, consumers want to be able to instantly check out what’s new from your company.”

Information on Broadcaster™ can be found at www.broadcastermedia.com.

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Broadcaster™ is a smart, java-driven mobile phone application that connects on demand via GPRS to a hosted, real-time order management, fulfillment and subscriber management system.

It is an end-to-end, off portal distribution system that provides a low cost, real time service that isn’t restricted to a person’s mobile provider’s portal

ENDS

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