The number of internet users accessing the web through wireless devices is likely to skyrocket in the next five years as web-enabled
cell phones and PDAs proliferate. According to market research company Computer Industry Almanac, much of that increase will
happen in the United States, where the use of wireless trails far behind that of several other countries. Only 4.5 percent
of the United States' 149 million users go online through a wireless device, compared with 34.8 percent of the 115 million
users in Asia-Pacific countries, where the wireless boom predicted for 1999 and 2000 actually occurred.
1. You see an ad in print, on a billboard, TV, radio, or on a product that interests you.
Hoping to capitalize on the forecasted surge, mobile marketing technology provider SkyGo and Versign, an internet security
company, applied the same direct-response platform they used to connect cell phone customers to advertisers in Hong Kong and
released it in the United States.
2. You dial the short code number listed on the ad.
The platform allows companies to register numeric codes, which they can place on any kind of offline advertising, such as
billboards, magazines, and television commercials. Interested consumers can dial the code on their mobile phones to interact
with those advertisers. They can receive additional information on the spot or use the cell phone keypad to type in questions
and get answers in real time.
3. You instantly get a response that allows you to interact with the advertiser.
Although no pharma clients have signed on yet, Leah Bibbo, public relations manager for Skygo, says the service is applicable
to any industry that uses cross-media campaigns and wants an effective way to target consumers.