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180 Part 1 Introduction

Some examples which show the potential power of future mobile applications are suggested
through an initiative by Google explained in the box.

Box 3.11 Google Android Developer Challenge highlights future of mobile

Android is a new initiative by Google to develop an operating system for mobile
phones. The first phones were launched in 2008. To help build awareness and adop-
tion of the service, it initiated the Android Developer Challenge (http://code.
google.com/android/adc_gallery/). Out of 50 teams of finalists, 10 teams received a
$275,000 award each and 10 teams received a $100,000 award each. The most inter-
esting applications, many of which are location-based include:
GoCart Price comparison – scan a product’s barcode with your phone’s camera
and view all the best prices online and at nearby, local stores.
Ecorio – automatically tracks your mobile carbon footprint, suggests transit and car
pooling alternatives and lets you stay carbon-neutral by offsetting your trips easily.
TuneWiki Social Media Player – featuring synchronized lyrics for audio or video,
translation, music maps and a social network.
Wertago – the mobile application nightlifers have been waiting for. Find the hottest
parties in town and connect with friends and others all night long.

SMS applications
The importance of SMS messaging by businesses should not be underestimated. Texting has
proved useful for business in some niche applications. For example, banks now notify cus-
tomers when they approach an overdraft and provide weekly statements using SMS. Text has
also been used by consumer brands to market their products, particularly to a younger audi-
ence as the case studies at text agency Flytxt (www.flytxt.com) and Text.It, the organization
promoting text messaging (www.text.it), show. Texting can also be used in supply chain
management applications for notifying managers of problems or deliveries.
For companies marketing themselves electronically, SMS is potentially a great way to get
closer to customers, particularly those in the youth market who are difficult to reach with
other media. However, it is important that companies that follow this path respect the opt-

in and privacy legislation which is described in Chapter 4.
These are some of the SMS applications showcased on Text.it (www.text.it):
1 Database building/direct response to ads/direct mail or on-pack. This is one of the most
significant applications. For example, Ford engaged its audience when promoting the Ford
Ka by offering consumers to text in a unique code printed on their postcard for entry into
a prize draw.
2 Location-based services. Text for the nearest pub, club, shop or taxi. In London you can now
text for the nearest available taxi and pay the congestion charge through texting once
accounts are set up via the web!
3 Sampling/trial. Nestlé used an opt-in SMS database to offer samples for a new chocolate
bar to consumers in its target group.
4 Sales promotions. Timed e-coupons can be sent out to encourage footfall in real and virtual
stores. Drinks brand WKD offered its consumers to ‘Peel Off and Win’ on its bottles. The
competition offered prizes of 3,000 football club shirts, mini footballs, 10,000 referee
cards, and 1m exclusive ringtones and logos designed by WKD. Half a million people
played the game, a campaign response rate of 3%. A 3,000-strong opt-in database of the
company’s 18–24-year-old customer base was created. The company plans to use this data-
base to trial new WKD variety Silver.