Chapter 5. Delivering Valuable Mobile Content

In This Chapter

  • Developing and distributing mobile content

  • Adding value with mobile applications, enhancements, and games

  • Setting up a mobile Internet site

  • Broadcasting your message in audio and video

  • Providing branded utility services

Customers are looking for value — that is, they want to acquire content and goods, as well as engage in experiences that they find to be genuinely useful, informative, educational, enriching, delightful, or entertaining. The mobile channel is an ideal medium for value exchange.

Perhaps you want to send content produced by your business; use content as a promotional offer to create awareness for your business; or offer points and coupons that can be redeemed for content, experiences, or products and services. Or maybe you want to generate brand utility by offering store locators, nutrition or financial calculators, shopping-comparison widgets, and similar services. If so, you've come to the right chapter.

When you're done with this chapter, you'll understand what it takes to create, manage, and deliver content to mobile subscribers via mobile marketing services: alerts, installed applications, Web sites, the mobile Internet, loyalty programs, and so on.

Sourcing Your Mobile Content

You can create your own content, or you can license it from third-party content providers and/or content aggregators. For details on working with content providers, see Chapter 1 of this minibook.


Before you use content created by someone ...

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