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Mobile web technology 'keeps businesses and customers close'
Thursday 28th May 2009, by Daniel King
Mobile broadband and phone services are not only a vehicle for advertising, they also provide a way for businesses to have a close relationship with their clients, one expert has asserted.
According to a spokesman for the Mobile Marketing Association (MMA), an international group which focuses on the various portable platforms available and their associated technologies, selling products is not all that remote communications offer.
Paul Berney, managing director for Europe at the organisation, said there had been a number of developments in the sector that meant mobile was now an area where firms could engage with customers directly.
He explained that this was in addition to advertising, an area that has received a great deal of coverage thanks to its nature as a vehicle for rapid responses from users.
"Instant customer feedback [
] and those kinds of things may play an essential part in working with and satisfying the needs of customers in the future," Mr Berney added.
"The focus has been upon mobile as being a channel all about advertising and promotion rather than understanding its role in terms of customer retention."
A recent article from MMA chief executive officer and president Mike Wehrs highlighted the ability of mobile internet technologies as a means to offer a tailored service to the general public that was capable of treating them as individuals.
It was also suggested that this method of communication was becoming the most efficient way to engage with the consumer.
Categories: Broadband, Business Broadband
