Scanning for opportunities
Mobile phone operator O2 (Telefonica) continues to lead the way in terms of mobile advertising innovation among operators, which face being frozen out of that market by platform-holders such as Apple and Google.
Having recently announced its Groupon rival Priority Moments, O2 is expanding on its O2 More LBS offering , which was launched last year, as the platform for a new initiative based around scannable QR code images sent by MMS.
This new mobile advertising initiative is being done in partnership with Subway - the sandwich shop - to offer the opportunity to scan discount vouchers in-store when buying something. The Location-based texting service is called ‘You Are Here', and works by automatically texting an O2 customer who has opted into the service when they're in a given target area. So, in principle, you'll only receive a voucher for a nearby Subway.
"Subway has a great attitude to mobile and partnering with such a recognisable brand that is devoted to contactless technology has allowed us the chance to offer this industry first in voucher redemption," said Tom Hosking, head of O2 More at O2 Media. "Completing the whole customer journey by being able to offer redemption figures to our clients is an important breakthrough for O2 Media."
"Subway is at the forefront of mobile phone innovation," said Simon Wallwork of Subway. "Capitalising on the group's SUBCARD technology, we are delighted to be the first retailer to offer consumers the barcode recognition mechanic combined with a location-based texting service."
