NEOMEDIA EUROPE AND IQ MOBILE CONNECT TELE.RING WITH YOUTH MARKET
campaign success highlights ease of mobile 2d barcode adoption
http://www.neom.com/press-detail.php?id=49
Vienna, October 19, 2009 – NeoMedia Europe AG, the leader in mobile barcode and scanning technology, today announces the successful completion of a youth-focused mobile barcode project across Austria. The campaign, delivered in partnership with the Alps and Southeast Europe mobile marketing specialist IQ mobile on behalf of Austrian operator tele.ring, impressively yielded a click rate of 0.5% which in turn led to a 51.3% download conversion rate.
The campaign launched in May 2009 with a series of attention-grabbing posters and encouraged students at 263 schools where the posters appeared, to send a free SMS to download the NeoReader – which 250 students did in the first five days of the campaign. With NeoReader enabled, they were able to scan the barcode which appeared on the posters in order to connect directly to the campaign site where they could access free mobile content such as ringtones and wallpapers.
Interestingly, with 75% of all clicks coming from non tele.ring handsets, the campaign proved successful in connecting tele.ring with an audience outside of its established customer base. Research conducted since the completion of the project suggests that brand recognition for the campaign stands at an impressive 80%.
Austria benefits from one of the most advanced mobile markets in Europe and this initiative was pivotal in extending the ubiquity of mobile barcodes and creating all-important ease of use. The secondary school demographic provided the optimum sounding board for this campaign given students susceptibility to nascent tech trends and the popularity of ringtone downloads.
Highlighting the importance of the campaign, Dr. Christian Steinborn, CEO of NeoMedia Europe AG, said: “The results of the tele.ring campaign show the undisputed ease of adoption of mobile barcodes, especially for the youth market which is already mobile, alert and interested in new technologies and new ways of doing things. This is important in demonstrating how mobile barcodes are becoming a force to be reckoned with in the move towards opt-in pull marketing. The growing ubiquity of a tech savvy consumer and advanced smartphone technology will only do more to drive the market.”
Drawing on the successes of the campaign, Harald Winkelhofer, Founder and CEO IQ mobile, added: “tele.ring is famous for its unconventional form of communication, and NeoMedia’s technology provided the most innovative and measurable way for tapping into the youth market. The rapid downloading of the code reader software enabled the impressive click rate of 0.51%, which stands well above the average click rate for ‘traditional’ online advertising last recorded as being 0.19%*. This then converted into a content download conversion rate of 51.3% - a figure which undoubtedly shows that combining ambient with mobile, whilst drawing on the popularity of free media downloads, is a winning combination.”
* ADTECH, December 2008
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About NeoMedia Technologies
NeoMedia Technologies, Inc. (OTCBB: NEOM) is the global leader in mobile barcode scanning solutions. Our technology allows mobile devices with cameras to read 1D and 2D barcodes and provide “one click” access to mobile content. Combining this technology with advanced analytics and reporting capabilities revolutionizes the way advertisers market to mobile consumers. NeoMedia provides the infrastructure to make 2D camera barcode scanning and its associated commerce easy, universal, and reliable – worldwide. The company’s mobile phone technology, NeoReader, reads and transmits data from 1D and 2D barcodes to its intended destination. Our Code Management and Code Clearinghouse platforms create, connect, record, and transmit the transactions embedded in the 1D and 2D barcodes, like web-URLs, text messages (SMS), and telephone calls, ubiquitously and reliably. NeoMedia provides the industrial and carrier-grade infrastructure to enable reliable, scalable, and billable commerce.
About tele.ring
tele.ring, is a leading Austrian telecommunications provider owned by T-Mobile Austria. With over 1 million customers, tele.ring is known for being the best value for money provider with the best quality in Austria. www.telering.at
About IQ mobile
IQ mobile was founded 2006 and is one of the most successful players in the mobile marketing business in central Europe. Their offered product portfolio contains advertising in mobile portals; management- and marketing consulting; creation, development and operation of mobile campaigns, CRM-measures and entertainment applications.
IQ mobile is a leader in mobile advertising and serves important international brands, like Nokia, L'Oréal, T-Mobile, Castrol, Sony BMG and EMI Music.
More information: http://www.iq-mobile.at or in your pocket www.iq-mobile.mobi
IQ mobile is the leading Mobile Marketing company in the Alps and Southeast-European Region.
Media Contacts:
U.S.: Kiersten Williams + 212 521 4087 kwilliams@williams-consult.com
Europe: Louise Ballard +44 20 7025 7500, Louise.ballard@trimediauk.com
Cath Shuttlewood +44 20 7025 7521, catherine.shuttlewood@trimediauk.com
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