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MIDAS Operator
Mobile Interactive Technology’s (MIT) MIDAS platform is built to carrier grade technology standards to provide a number of different interactive services that support Mobile Network Operators (MNO) business strategies. MIDAS can provide MNO’s with a number of services such as premium content alerts, advertising solutions, sponsorship, marketing and sales promotions.
Performance is maintained and monitored 24/7 by the MIT Operations team ensuring a highly reliable and robust service is in place. Working alongside the operational support team MIT have an in-house Client Services team who ensure best practice and compliance to industry guidelines and can assist in the day to day management of services where necessary.
Benefits include:
- Innovative new consumer products for customers
- Customer acquisition tools
- Customer retention tools
- Speed to market
- Consumer Products
- Marketing
- Sales Promotions
- Advertising (Direct Response)
- Sponsorship and Brand Experience (Experiential)
- Corporate Communications
- Client Services
- Reporting
One of MIT’s core interactive products for MNO’s is the premium content alerts platform.
The platform provides functionality to manage the subscription of users to both SMS and MMS services. Users can sign up and opt out through SMS, the mobile internet or through the web using a double opt in.
MIDAS is connected to a number of major content sources with different genre content including news, sport, weather, horoscopes and entertainment.
The platform is fully compliant with both Operator codes of practice and industry regulation provided by PhonepayPlus.
Core additional features include:
- Unsociable hours embargo
- Triggered reminder messages
- Invalid subscriber clean up
- Customer care tools
- Multiple API’s
- Message creation tools for one off messages
Other interactive products MIT can provide for MNO’s are mobile content management and publishing through Kilrush, user generated content services using JIGLU and Payforit billing by MIGPay.
Figure 1: SMS content alerts showing two different examples
MIDAS can provide a variety of applications and services that support the marketing departments of mobile operators. MIT have run 100s of different campaigns ranging from a few hundred interactions to millions of interactions. The type of services range from large sales promotions and loyalty programmes, through to live event experiential activity such as barcode ticketing.
MIT recognises sales promotions play a big part in mobile operators retention and acquisition campaigns and the MIDAS platform has been equipped to run services that make the most out of mobile technology in these situations.
MIT can provide the technology to run a variety of services. Campaigns can have a competition element, be that a vote, a PIN code or simply just text to enter.
Regardless of the entry mechanic a number of different prize mechanics can be used:
- Instant Win
- Tiered prizes
- Delayed prize draws
MIT can also provide redemption kiosks for retail or events through our sister company New Toy.
Jigsaw, deliver very large cross platform (web, mobile and iTV) sales promotions, for more information on their capabilities and work click here.
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Advertising (Direct Response)
Whether or not you advertise through print, TV, radio, outdoor, direct or mobile MIDAS offers a number of solutions to gather data or provide an interactive experience for your consumers.
Address Collection
This feature is ideal for product samples or for collecting names and addresses for promotional material such as a product brochure.
Users can send in their name and address via text message. This is then compared with the Post Office database for accuracy. Users can be asked to confirm their address if there is a discrepancy. Once confirmed data can automatically be sent to a fulfilment house for processing.
Request for Information
This feature is ideal for providing immediate information to a consumer after seeing a promotion. It can be extended into a full experience using the mobile internet.
Users simply send in a text message to request information. They can be sent the information via an SMS, MMS or they can be sent a link to surf to a mobile internet page. A mobile internet site can offer a number of pages of content, images, promotions and digital content such as wallpapers, games or ringtones. Sites can also be used to gather data such as names and addresses, register for a call back or trigger a phone call (click to call).
Request for Location of a Service
This feature allows you to offer consumers information about their nearest product or services.
Users can text in their postcode, or simply just text in their interest in knowing where a local service is. In the latter case their location is detected through the consumer’s mobile phone location. Once the user’s location is established the application can then tell the consumer what services are nearby, it can list a number in order. In addition a map can be provided of each location; content can be sent via SMS or through a mobile Internet page.
Feedback
This service is used to get instant feedback or responses from consumers or employees in relation to an advert or a promotion.
Competitions
Most competitions run under the banner of sales promotions, however simple competitions can be executed off the back of direct response media campaigns.
Call back/Contact
Consumers can be called back or contacted either immediately or at a later date by registering interest through sending in a text message
These cost effective solutions are quick to market and can integrate with existing media plans effectively. More recently the mobile operators have opened up voice short codes, this means many direct response campaigns can now be triggered through calling a simple 5 digit short code as an alternative or in addition to sending a text message.
Figure 2: Location based service example
Sponsorship and Brand Experience (Experiential)
MIT’s brand experience product range offers a number of different solutions and options to create a buzz with your customers around a promotion or event. MIDAS can receive SMS and MMS messages that can then be routed to live video screens or projected onto walls. Bespoke installations can be arranged where images and video is captured from the user and then sent to the users handset or email address.
MIT work closely with sister company, New Toy, who are an interactive experiential design agency and build experiences and activities that enhance campaigns and events. Through MIDAS and New Toy’s service, MIT can enhance the user experience around your campaigns and events through mobile technology resulting in consumer satisfaction and increased brand loyalty.
Another MIG company, Jigsaw, have developed a user generated content (UGC) platform that enables content to be uploaded via the phone, email or web. Through this platform MIT can provide user driven experiences to your customers. For example a mobile phone user could take a photograph using the inbuilt camera on their handset and upload this directly to a brand campaign website; once live it can be rated and shared. For more information on UGC click here.
For free events - sending guests barcodes or pin codes to their phone is a great way of offering interactive ticketing. This works especially well if you are running a prize promotion to win tickets or if at the event itself you are running a VIP upgrade offer.
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Customer Relationship Management (Direct Marketing)
MIDAS provides simple solutions to contact audiences through text messages and picture messages. For targeted lists of consumers, messages can be sent within seconds to a mobile phone; messages can be scheduled or sent live on an ad hoc basis.
MIDAS allows you to manage a compliant list of users, with simple opt in/opt out mechanics either through a text message, a mobile internet site or through the web.
MIDAS has an inbuilt campaign manager that enables message creation, delivery of messages, user management, profiling of users and reporting (including data analysis).
MIDAS CRM services can profile users by using data gathered during campaigns. MIT use tools, such as Business Objects, to manipulate data and produce visible analytical data to profile users by many different factors such as age, interests and network. Once profiled messages can be deployed quickly to your customers and come complete with personalisation tools such as configurable joining messages and customer care tools such as triggered reminder messages.
MIT can provide CRM services through our team of experts or alternatively integrate and data feed into your existing service. For more information on CRM services click here.
MIDAS has the capabilities to run internal marketing communications such as SMS staff alerts. Using the list management functionality in MIDAS the easy to use tools can be used to communicate with staff internally and externally.
MIT has a dedicated in house account management team with over 20 year’s industry experience. The client services team set up, configure and test your campaigns in order to make sure the service is compliant with industry guidelines and offer your customers a first class service. The team provide dedicated support and establish clear processes with your business whilst also providing incident management along with detailed reporting. For more information on client services click here.
The MIDAS application provides in depth reporting on all of its features enabling your business to receive the best possible live and post event analysis from your campaigns and services.
Key reporting features include:
- Interaction breakdown by time
- Event breakdown
- By operator
- Message delivery status
- Geographical mapping
- Data exports
- Customer tracking
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