Thursday, 21 December 2006

Relationship Marketing on the Mobile Phone

Mobile CRM in the shape of sales force automation has been around for a while. Is 2007 the year when real and relevant consumer-centric programs come to the mobile platform? The tools to allow consumers and brands to interact in a meaningful way (i.e. beyond the SMS) are starting to show up. The recent announcement of the deal between Cingular and MySpace to offer enhanced functionality to all Cingular customers via their mobile phones is a good example of the type of platform that relationship marketers will be able to deploy to offer meaningful interactions to consumers. Cingular customers will, in effect, be able to edit MySpace profiles, view and add friends, post photos and blogs, send and receive MySpace messages etc... all from their mobile phone.