WirelessWatch for September 19, 2003

mQube Licenses Platform to Cossette, Prepares Campaigns

[September 19, 2003] mQube, a wireless communications firm that supports carrier agnostic mobile campaigns, will lease its software to Cossette Communications Group, a Canadian marketing agency.

In the agency’s first use of the platform, Cossette and mQube are preparing a campaign for the Canadian Marketing Association’s 2003 Digital Marketing Conference in Toronto on October 2. Show registrants can also participate in a mobile sweepstakes and marketing trivia campaign by opting in on the conference’s Web site or at the show itself.

“Cossette wants to show other advertisers how this channel can be integrated into a marketing program,” said Mark Grindeland, executive VP of marketing and brand services at mQube. “It’s about creating an ‘out of home’ direct response medium for their clients.”

Grindeland said mQube is preparing to support several other high profile U.S. mobile campaigns in the coming weeks, including programs for the New England Patriots and Procter & Gamble.

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Pulse “Veepers” Go Mobile

[September 19, 2003] Pulse Entertainment has bowed a version of its virtual character software targeting cell phones, PDAs and other wireless devices.

Unveiled at the DEMOmobile 2003 conference, “Mobile Veepers” are now available in Asia, Europe and North America. Japanese mobile content provider MTI is the first client to implement the offering, and will begin using it later this year.

“We’re initially focused on mobile messaging, viral brand marketing, and localization applications, as the most immediate and lucrative opportunities,” said Mark Yahiro, president and CEO of Pulse.

Pulse Veepers have been used in digital campaigns by Anheuser-Busch, Match.com, Coca-Cola and IBM, among others.

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AT&T Rolls Out Cross-border SMS

[September 19, 2003] AT&T Wireless has rolled out international text messaging capabilities that will allow its subscribers to communicate with colleagues, friends and loved ones around the globe.

The service has been rolled out in approximately a dozen countries, including China, Germany and the United Kingdom. AT&T Wireless said it expects to bring on some 200 carriers in 100 countries in the months ahead.

While the implications for marketers were not immediately clear, cross-border interoperability may eventually open the wireless channel to communications programs of a global nature. If more carriers begin offering similar overseas SMS compatibility, there may be an opportunity for international viral or branding campaigns.

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