ICE to Deliver Track and
Trace Measurable Mobile
Marketing Platform
ICE, the Instituto
Costarricense de
Electricidad - the
country's state telecom
- in partnership with
NeoMedia Technologies is
to create a new
measurable mobile
marketing platform that
will enable retailers,
banks and other
organizations to build a
mobile marketing
ecosystem that will
drive innovative
mobile-based marketing
applications that, for
the first time, can
track, trace and measure
consumer activity.
The NeoMedia platform
will transforming
cellular phones into
barcode readers that
provide immediate access
to Internet-based
content and services.
Consumers can use the
phones to scan 2D
barcodes on product
packaging,
advertisements, retail
displays and
publications. The codes
open up a vast range of
potential for product
marketing,
incentive-driven
promotions, and
value-added benefits to
be offered to the
consumer.
Each scan that triggers
a visit to a promotional
site can be traced and
tracked, enabling 100
percent measurable
activity and feedback on
the performance of the
promotion, and therefore
100 percent measurable
ROI on the mobile
marketing spend.
NeoMedia representative
Agilos will provide
in-country support for
ICE, and will work with
both NeoMedia and ICE to
sign up agencies,
companies and customers
to the mobile marketing
ecosystem.
"Using the mobile as an
effective and efficient
marketing tool is the
goal of every mobile
operator," said Orlando
Cascante, ICE's Director
Customer Division,
"The NeoMedia platform
will catalyze
individual, interactive
dialogue between our
customers and companies
in Costa Rica,
strengthening customer
loyalty and adding
massive value to the
mobile device as a
marketing tool."
"The mobile industry can
now deliver the solution
that is at the top of
every marketer's wish
list -- and provide a
new revenue stream for
the mobile operators,"
said Iain McCready,
Chief Executive Officer
of NeoMedia. "This
solution is the real
deal -- a traceable
mechanism that delivers
the message directly to
potential customers, can
evaluate feedback and
capture demographic data
for future use and
doesn't waste one cent
of the investment made
in the technology."
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