By Alex Singh
Television has been under siege for a few years now for being stale, “old economy” and unable to compete with the reach, interactivity, and richness of content that the Internet and other new media platforms such as blogs and podcasts offer. Thanks to the early adoption of SMS text messaging by Australians, and the foresight and innovation of Channel [V] – an Australian cable music channel, they have been able to pioneer mobile interaction between themselves and their viewers.
Developed and delivered by Australian mobile content provider 5th Finger, Channel [V] began experimenting with mobile-based interaction by enabling viewers to request songs via SMS on their whatUwant show, and creating a powerful opt-in database through [roVer], the “Channel [V] Message Mutt” that will SMS viewers when music clips of their favourite artists is being shown. This strategy came full circle with the establishment of ‘TXTR’ – a show based entirely around the mobile messaging capabilities and interest of Channel [V]’s core viewers. The basis for TXTR was a “one hour TV show dedicated to viewer SMS messages, which are displayed on screen throughout the show”.
Not only has [V] facilitated communication between itself and its viewers, but between the viewers themselves – using the TXTR show as the focal point for all messages to go through. Not only does such a show allow for a significant new revenue stream, but it allows for the creation of a totally connected community of viewers, backed up by the [V] website.
We can get incredible inspiration by Channel [V]’s implementation of mobile technology. While mobile content and technology can span MMS, WAP, ringtones and other media, I want to maintain focus on SMS, which is at the core of the Channel [V] strategy, and which has exceptional potential despite its relative simplicity. I won’t blather about the merits of SMS, because this has been covered before, except to say that: it’s simple, its instantaneous, its cheap, and it has a wide array of applications.
What applications could it have for your business?
- An airline could SMS its customers to let them know about delays or other related problems
- A cafe or deli could SMS its customers when their new seasonal menus have come in, including a promotional incentive within the message. On top of this, perhaps you can allow your customers to also order via SMS – they register their mobile number with you and your database, and then allow them to SMS their order, which is prepared for take away (or delivery).
- A consultancy could use it both as a practical example of the breadth and depth of the technology, and as a way to efficiently inform clients of campaign successes and developments.
- Buzz marketers could use the instantaneous nature of the technology to quickly and easily establish and distribute a “potent viral campaign”.
- It could further develop your brand by allowing for quick and effective input and involvement from your customer base, via a poll, innovative competition, fostering of community initiatives, and developing a mobile, interconnected street marketing force.
- It can allow you to effectively connect with the youth market and appeal to their perceptions by communicating with them on their level.
There are a multitude of applications for enhancing your business and its marketing, operations, branding, and any many other processes. The question is whether you can embrace and implement the technology appropriately enough, like Channel [V] has done, and totally evolve the nature of your business because of it. After using the technology for several years, Channel [V] has evolved television into an interactive, two-way communications platform which is incredibly more powerful than the traditional one-way format of the medium.
How can you integrate mobile technology to evolve your business?
Facebook
Twitter
Digg
Reddit
StumbleUpon
