Mobile marketing technology launched in the UAE

Mobile Access Pack (MAP), developed by MoSecure, offers rich mobile advertising solutions

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By  Vineetha Menon Published  July 8, 2008

The UAE will be the first country in the Middle East to witness the launch of mobile barcode vouchers, with the release of MoSecure's Mobile Access Pack (MAP). The MAP aims to enhance interaction between brands and consumers, by allowing advertisers to push barcoded vouchers and tickets to mobile consumers via SMS.

With the global mobile advertising spend expected to hit $11.35 billion by 2011, according to Informa Telecoms and Media, advertisers are increasingly realizing the power of the humble SMS and other mobile-related marketing alternatives.

"The marketing and communication opportunities which the MoSecure Code opens up are mind-boggling. Every industry vertical will have to adapt to mobile in some way - the omen is very clear for brands, you either incorporate wireless media as part of your marketing campaigns or be left out" said Rohan F. Britto, founder & digital media evangelist at Ajman-based MoSecure.

The technology has already had a soft launch in the region with one international brand using MAP for a customer offer. Advertisers are able to track the effectiveness of each campaign, with exact details of customers that respond to the ads being logged onto the system.

"Fairly large multinational companies have already shown interest in our technology with around eight to nine brands quite keen. In fact, we've just completed a presentation with the Department of Tourism for the Government of India." said Satyan Nair, director of new media at MoSecure.

MAP has been developed in partnership with different international companies. One of the companies, Spain's Daem Interactive, has helped in the development of an image recognition application for MoSecure called Smart Posters.

Using phone cameras with the application installed, a customer can capture the image of a poster that has aroused their curiosity. The advertiser who designed the poster can then deliver an instant response to the customer with details about the special promotion or offer.

By giving customers specially branded mobile vouchers, tickets and other mobile-centric offers, MoSecure will make it easy for advertisers in the region to tap into a market that's increasingly become focused on instant gratification.

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