Marketing trends

Global Cool, the climate change charity backed by celebrities including Sienna Miller and Leonardo DiCaprio, has appointed mobile marketing company Sponge to drive its fundraising campaign.

The aim of the charity, which is based in London and Los Angeles, is to encourage one billion people worldwide to reduce their carbon emissions by one tonne through simple energy reductions. Consumers can sign up to receive video clips on their mobile phones for just £3 per month, which show celebrity supporters such as Josh Hartnett and Rosario Dawson telling people how they can help. Subscribers receive two mobile video clips each month.

Sponge is powering the mobile subscription service, which is currently running in the UK, US and Ireland. The campaign will be rolled out globally over the next two months.

Subscribers’ monthly £3 fee (minus network charges) will be donated to the Global Cool Foundation, a UK registered charity that is responsible for investing in activities that will have a major impact on tackling climate change.

Comprehensive Suite of Mobile Services Highlights Mobile Commerce, Mobile Marketing, Digital Content and Mobile Security

VeriSign, Inc. (NASDAQ: VRSN), the leading provider of digital infrastructure for the networked world, today announced it will be showcasing a suite of mobile communications solutions and applications at CTIA Wireless, focusing on mobile commerce services, digital content delivery, mobile marketing campaigns and mobile security services. All services are integrated with VeriSign’s trusted layered security, and are designed for network operators, financial institutions, Internet portals, media companies and brands.

“Consumers are driving demand for services and applications that give them easy, anytime access to routine day-to-day transactions and enterprises are embracing mobile solutions to meet these demands,” said Stratton Sclavos, chairman and CEO, VeriSign. “Our digital infrastructure solutions allow our customers to launch new services quickly and economically, with the intelligence, scale and security necessary to deliver a compelling consumer experience.”

Redknee enables mobile marketing through personalization

Redknee, a leading provider of innovative infrastructure software that monetizes and personalizes services and content for mobile operators, today announced three key principles of mobile marketing. The principles are a guide for mobile operators preparing to capitalize on mobile marketing opportunities.

Industry reports indicate that spending on mobile advertising is expected to grow from approximately $1.5 billion in 2006 to over $13.9 billion in 2011. The anywhere/anytime factor of the mobile handset is inherently direct and personal, and gives mobile marketing an advantage over traditional marketing mediums. Mobile advertising campaigns will typically directly complement digital campaigns for TV and the Internet, expanding their reach and effectiveness.

Both operators and media companies see the new revenue streams beyond the 'customer pays' model. A positive subscriber mobile marketing experience is based on permissive attributes such as personal needs and interests, privacy preferences, and situational context.