Mobile services: The new necessity

December 5, 2008


Tony Martin
From the December – January 2009 issue of PROFIT magazine

Searching for a recession-proof market? Look no further than the college student across from you on the subway. While maintaining a conversation with friends, she’s also staggeringly adept at using her cellphone to fire out text messages, browse photos and listen to music — seemingly all at once.

In a few years, the once rare — and expensive — cellphone has evolved into a more affordable, fully featured mini computer. What’s more, people are willing to pay for the plugged-in lifestyle these devices offer — and for all the bells and whistles, too. Nielsen SoundScan reports that U.S. consumers spent US$567 million on cellphone ringtones in 2007. And according to Gartner Research, 1.2 billion cellphones were sold worldwide in 2007; that’s a 16% increase from 2006, and even more are expected to move in 2008. “There are few areas that have growth potential because of the economic situation,” says Ted Anderson, a Toronto-based managing general partner with venture-capital firm Ventures West. “The mobile space is one of them.”

Big demand lies in developing applications and services rather than trying to crack the hardware side of the market, given the dominance of players such as Apple and RIM. Still in its infancy is the ability to interact with social-networking sites via a cellphone — the so-called Mobile 2.0. And many commonly paid-for services could be enhanced with a cellphone feature. Consumers could tie into their home-security system to be alerted via text message if there is an unexpected entry or if their dog strays, says Marc Choma, director of communications for the Ottawa-based Canadian Wireless Telecommunications Association.

Thanks to the inclusion of GPS capabilities in newer phones, location-based services (LBS) are another largely unexploited market. Dial “#taxi” on your cellphone, for instance, and you’ll be connected to the nearest cab. A small fee will appear on your next wireless bill, which highlights another attractive feature of the mobile market. “Getting paid couldn’t be easier, since payments are largely handled by wireless companies,” says Michael O’Farrell, chair of Dublin-based dotMobi Advisory Groupand co-author of Mobile Internet for Dummies.

Anderson believes LBS possibilities are endless; he’s working with a firm whose technology can track the speed a mobile device is moving. Parents could, say, have their older children’s cellphones shut down at a certain speed to prevent them from using their device while driving. The revenue could come from a subscription plan, which insurance companies might make more attractive by offering discounts to clients who use the technology.

With Forrester Research reporting that 54% of consumers who shop online still buy from a bricks-and-mortar store, another approach is to focus on cross-channel marketing, says Gary Schwartz, CEO of Toronto-based Impact Mobile. “It’s not about building the next cool application,” he says. “It’s about understanding how consumers behave and facilitating that in a more effective way.” The website of clothing retailer American Eagle, for instance, allows consumers to have an image of an item sent to their cellphone. That link then opens all sorts of doors. Beyond reminding consumers to complete their purchases when they’re at the mall, it could allow suggestions of other items, coupon offers or an invitation to enlist in a loyalty program. One caution is that consumers don’t want the whole Web on their phone, according to O’Farrell: “They want information designed for mobile, and that means simple and direct.”

If this all seems like so much pie in the sky, consider that the International Air Transport Association has decreed that passengers should be able to load their boarding pass onto a mobile device by 2010. Says Schwartz: “That will not only change people’s behaviour, but their perspective towards using — and all the possible uses for — cellphones.”



Universal Press Syndicate and Impact Mobile to Provide Mobile Push Publishing Solution to Newspapers

September 23, 2008

Kansas City, MO  (09/18/2008)  Universal Press Syndicate, the largest independent newspaper syndicate in the world, and Impact Mobile, an industry leader in mobile marketing and advertising technology, announced today that they are partnering to provide a mobile “push” publishing solution to newspapers and their advertisers.   

Push publishing allows newspapers to push their content to readers via an application that resides on the smart phone. An icon that is branded for the newspaper resides on the phone’s desktop, giving the newspaper daily interaction with its users.   

“Universal Press Syndicate believes in providing innovative revenue-building opportunities to the newspaper community, and this smart phone strategy is the next evolution in audience development,” says John Vivona, Vice President of Sales at Universal Press Syndicate, headquartered in Kansas City, MO.   

“Many publishers currently use WAP (Wireless Application Protocol) sites for their mobile platform. Smart phone applications will extend the mobile reach to a new audience,” says Vivona. “This exploding mobile segment includes BlackBerrys, iPhones and Windows-based devices. The content and the advertising are interactive for the user, who represents an affluent, highly desired demographic for both newspapers and their advertisers.”  

Impact Mobile’s President and CEO, Gary Schwartz said, “Impact Mobile is excited about our relationship with Universal Press Syndicate. We see our role in the market as providing platforms to make traditional media interactive. Universal’s newspaper clients will now be able to establish a one-to-one relationship with the readers and the opportunity for ongoing communications with targeted consumers.”   

For more information on the push publishing product, please call Universal Press Syndicate’s sales department at 800-255-6734.

About Impact Mobile

Impact Mobile is an industry leader in North America promoting mobile as a media channel. Impact Mobile provides carriers, global agencies and brands, best in class technology to meet all their mobile marketing needs. For further information please contact 

About Universal Press Syndicate 

Universal Press Syndicate is the largest independent newspaper syndicate in the world and the industry leader in bringing products and services to print and digital media that offer superior editorial and humor content, as well as, advertising and subscriber opportunities. Headquartered in Kansas City, MO, Universal Press Syndicate distributes some of the most popular comic strips and features in newspapers today, including Dear Abby, For Better or For Worse, Doonesbury, Garfield, Roger Ebert, Pat Oliphant, and Tom Toles. Andrews McMeel Universal (AMU) is the corporate parent company that includes Universal Press Syndicate, Andrews McMeel Publishing, uclick ( and AMUSE.


Contact(s): Kathie Kerr

Pudding And Impact Pair On Mobile Text Ads

September 23, 2008
Monday, Sep 22, 2008 7:00 AM ET
Mobile ad network Pudding Media is partnering with Impact Mobile to provide agencies and advertisers with a self-service tool for buying contextual ads on SMS text messages.  

Combining Pudding’s targeting capabilities with Impactmobile’s Jumptxt mobile marketing platform, the new service promises to give advertisers access to a broad inventory of category-specific impressions as well as greater engagement with consumers.

By responding to the text ads, consumers can opt in for subscriptions to retail coupons and special offer alerts, as well as enter promotions and tell-a-friend programs, said Gary Schwartz, president and CEO of Impact Mobile, in a statement. “Our goal is to make it simple for the media buyer to buy inventory and the ongoing engagement,” he said.

Pudding Media’s network allows marketers to run ads across all mobile formats including SMS, voice and the mobile Web.–Mark Walsh


MIXX 08 Impact Mobile – Gary Schwartz Video Interview

September 22, 2008 Gary Schwartz Interview

AudienceView and Impact Mobile sign mobile ticketing deal

August 19, 2008

Wed, Jul 23rd 2008 7:37 pm EST

AudienceView selects Impact Mobile to provide mobile ticketing and mobile marketing services

Las Vegas, NV (AudienceView Ticketing and Impact Mobile) July 23, 2008 – AudienceView Ticketing announced today that it will partner with Impact Mobile to expand its in-venue offering to provide mobile ticketing as well as mobile live event marketing services. With this new partnership, AudienceView will be able to offer a fully integrated in-venue mobile experience.

Speaking about the deal, Impact Mobile’s CEO, Gary Schwartz said, “We are very excited to work with AudienceView to enhance their offering to the market. Mobile is a personal touch point with the consumer and will allow Audience View to create a one-to-one relationship with their global client base.”

Impact Mobile’s JumpTXT™ ACCESS solution will be used to provide mobile tickets on wireless phones and Impact Mobile’s JumpTXT™ LIVE solution will be offered to sports and music venues as a white labeled solution to complement their existing game and network operations with turnkey voting, texting and multimedia services.

These mobile applications will allow the venues to create a mobile relationship with their patrons and dramatically increase sponsorship opportunities through this new channel.

AudienceView President and CEO Kevin Kimsa said. “Impact Mobile has been a leading mobile innovator in the market for the past six years and their technology is an ideal complement to our ticketing services.”

Impact Mobile has been an industry leader in North America promoting mobile as a media channel. Impact Mobile provides carriers, global agencies and brands managed and self-service marketing platforms for any aspect of their mobile needs. Impact Mobile works with hundreds of sports, music and other venues to provide a new channel for sponsorship revenue.

AudienceView provides leading edge, integrated ticketing services to leading arenas, stadiums, arts venues, and theaters worldwide. Since 2002 the company has steadily expanded to include more than 80 clients and 120+ venues across North America, the UK, and Asia.

For further information please contact Patrick Kelley at



A Mobile Advertising Overview Released by IAB

July 22, 2008


Mapping Opportunities Available in the Growing Mobile Platform

NEW YORK–(BUSINESS WIRE)–The Interactive Advertising Bureau (IAB) today announced the release of A Mobile Advertising Overview, a document that demystifies the mobile platform and showcases it as a vital and growing medium for interactive advertising. It is the first report issued by the IAB on the mobile advertising platform and outlines a broad spectrum of opportunities for marketers and agencies as more and more of them utilize this emerging platform.

The document:

  • Educates media companies, agencies, marketers and users about how advertising is currently implemented within the mobile platform
  • Explores the mobile platform as a viable part of the interactive advertising ecosystem
  • Includes case studies of mobile advertising campaigns designed to assist marketers and agencies in campaign execution.

The recent growth of mobile advertising clearly illustrates how quickly we are moving to a three-screen universe, said Randall Rothenberg, President and CEO of the Interactive Advertising Bureau. This report outlines the opportunity for marketers and agencies to reach increasingly mobile consumers giving them information when they want and where they wantthis is no longer the future but the here and now.

This was the IAB Mobile Committees first major initiative and we are proud to have created a comprehensive guide for marketers, agencies and publishers on the mobile platform, said Gary Schwartz, CEO, Impact Mobile and Co-Chair of the IAB Mobile Committee. Mobile is changing the way consumers interact with advertising and once they get accustomed to it there is no going back.

On July 21, the IAB will host a Leadership Forum on Mobile Advertising in New York City, where industry leaders, including marketers and agencies, will explore the opportunities and innovations of this dynamic medium.

To download the full report, please go to

About the IABs Mobile Advertising Committee:

The IABs Mobile Advertising Committee works to make mobile a more effective and efficient advertising platform for marketers and agencies through the development and endorsement of measurement guidelines, creative guidelines and best practices.

About the IAB:

Founded in 1996, the Interactive Advertising Bureau ( represents over 375 leading interactive companies that actively engage in and support the sale of interactive advertising. IAB members are responsible for selling over 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactives share of total marketing spend, and of its members share of total marketing spend. The IAB evaluates and recommends standards and practices, fields interactive effectiveness research, and educates marketers, agencies, and media companies, as well as the wider business community, about the value of interactive advertising.




Marla Aaron, Director, Marketing Communications

Nanonation Integrates Text Platform To Its Digital Signage Software

June 18, 2008

technology & production


17 Jun 2008
US-based digital signage software specialist, Nanonation has linked up with Impact Mobile to supply an integrated content delivery platfrom and mobile media solution for the hospitality and retail markets.

The deal enables Nanonation to offer their customers the ability to offer interaction with their digital screens via standard text messaging.


The addition of added-value applications to digital signage software platforms has been the name of the game in 2008. First it was adding content systems such as weather, then it was audience measurement systems, then media sales aggregation software, and now the latest thing is mobile and text-to-screen applications.

The newswires have been awash with the software companies getting into this next round of ‘must-have’ functionality. Interactive applications are seen as offering advertisers and brands new and engaging customer experiences.


Nanonation expands mobile media solutions

Source Article

• 17 Jun 2008


LINCOLN, Neb. — Nanonation has announced a partnership with Impact Mobile to deliver a variety of mobile media solutions to the hospitality and retail markets.

The partnership enables Nanonation to integrate a variety of mobile applications into digital signage and kiosk networks. The applications enable consumers to interact with digital screens via standard text messaging to create new and engaging customer experiences.

The solution leverages Nanonation’s award-winning enterprise software platform for the content delivery, management and measurement of the screens with Impact Mobile’s mobile media technology and applications.