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Brad Down

Brads reaction: More evidence that with the right offers and compliance standards, SMS becomes the key to a successful mobile marketing campaign.

UK-based mobile operator O2 is seeing huge success with its 'O2 More'; SMS advertising service, announcing that it now has over 2 million actively engaged subscribers and over 1,000 advertisers. Launched just 16 months ago with roughly 50 brands, O2 has found a winning strategy by adhering to strict user-privacy rules and maintaining high relevance with the messages it sends. First off, the service only sends one SMS message per day, and the user explicitly details what kind of products and services they re interested in upon sign up. In addition, every single SMS contains an opt-out capability, so the customer can cancel O2 More at any time.
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