mobiK launches free/ad sponsored mobile service
Rating: K for currency?
by Bena Roberts
Its not only mginger in India that is offering sms sponsored mobile advertising its happening in Oz too. Basically mobiK has launched its own currency called K. This works as a promotions and incentive programme for consumers. Consumers receive SMS advertising and then if they rate it, use it, send it or recommend it they can get K’s (points or virtual cash) from mobiK. It’s an affiliate programme for SMS advertising.
From the press release
“mobiK is an Australian revolution,” according to CEO Damian Thompson. “We are certainly the first company in Australia to work out how to provide free/ad-sponsored mobile services. We believe we are the first company in the world to deliver this service as well.”
The rest of the press release goes on justifying the new service.
What we think
Its so easy to be critical of schemes such as these and GoMo News is usually the first to point out the flaws. But at the end of the day business models such as these are springing up all over the place and only time will tell if they are successful. They need to be given a chance.
But these types of services are based on building loyalty from a mobile audience that is notorious for not being loyal (high churn). Mobile users are promotion savvy and loyalty or interest is not a given.
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