The numerous options in mobile marketing have confused marketing offices. From native handset applications to MMS and SMS, each technology has its ups and downs.
Because they occur on the handset and can leverage other applications or hardware features (e.g. GPS), native applications offer the most flexibility for user interaction. But, native applications, are subject to one-time installs, and users rarely remember to update their software.
The next bet for content delivery is MMS, and while that is a great medium, the technology isn’t ubiquitous across the major carriers. SMS, the plain text sibling of MMS, is ubiquitous but many marketers shy away because of the misconception that SMS lacks the full package.
Digging a bit further, marketers will jump back to WAP only to find that it too struggles to provide ubiquitous experience end-users. This is partially a result of the lack of standardized browsers, and that Verizon Wireless blocks WAP content downloads to their handsets.
So, after all this research, somehow, handset applications come away with the biggest appeal. They’re fast, they leverage the handset’s features, and they can handle all the fun content without battling a messaging platform. Which leaves me asking… how good was this research?! Yes, a handset application can do all that and the end-users – who actually download it - would love it, but why eliminate such a large audience with all the red tape?
Don’t get me wrong, mobile applications are cool - I had a few before I jumped to the iPhone – but the mobile phone is about speed and convenience. The traditional method of finding and downloading an application has too many hurdles – the iPhone AppStore will change this.

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3Ci, Taco Cabana and Calise & Sedei, the agency for the retail food chain, recently launched a mobile marketing campaign aimed at building a mobile database and testing the effectiveness of mobile marketing - and the early results show the immediate, positive impact of mobile!

To build their mobile database, Taco Cabana took a two pronged approach over six days of promotion. First, a call to action was promoted at San Antonio Spurs games asking fans to text in their vote for the best “kissing cam” couple and they would receive a mobile coupon for a free taco. Second, in store point of purchase promos called for fans to text in for a chance to win Spurs tickets. Taco Cabana then sent out a text message to the mobile consumers in their database, asking them to opt-in to the Taco Cabana mobile club and get a coupon for a free order of nachos.

An astounding 22% of the consumers were converted into mobile club members who will receive coupons on their mobile phones. In addition, they saw a 10% redemption rate on the coupons delivered during the promotions.  Due to the overwhelming success of this test, 3Ci’s team is currently working with Taco Cabana to build additional mobile marketing campaigns that will further build their mobile database and drive foot traffic to retail stores.

- Jeff Michaud

Juan Nin, General Manager, South America - Development

Juan Nin is the General Manager of 3Ci’s South American Development Office. His daily responsibilities include general management, head of development and server management.  He has extensive experience in mobile development and carrier integrations and recently led 3Ci’s SMS integration with Brazilian mobile carriers.

Juan is a leader in the mobile development community and is actively involved in the open source WURFL roject and web neutrality efforts.  Prior to joining 3Ci, Juan’s experience included managing international projects for several multi-national corporations and teaching Linux server administration, maintenance and security.

Juan takes great pride in the areas of research, progress and innovation.  He is always up to date on the latest technology including UNIX, Linux, Mac devices and mobile technology.  He recently picked up surfing as a hobby and is a former drummer in Lapso, a Uruguayan rock band.  His family includes his wife Luciana, his mother Susana, brother Massimilano and his father Jorge.

- Jeff Michaud