Digital Business Newsletter Edition 21

As every month these Micro-Trends are a teaser for our Executive Trendreport filled with 300 innovations and best practice cases.

We hope you enjoy reading about trends & innovations! If you are interested in a free issue of our current Trendreport click here!

OFFERS DIRECT TO THE MOBILE PHONE USA
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AT&T has opened the door for service providers to send mobile coupons via text message to customers’ mobile phones. In contrast to pre-existing concepts, the consumer doesn’t have to first log into an area. The potential customer’s position is constantly updated via the AT&T network. If he enters a certain area, he will automatically receive a special offer. If he has set certain preferences beforehand, he will receive offers tailored to his requirements. The network provider profits from the incidental fee for sending the offer via text message.

MARKETPLACE IN SOCIAL NETWORKS USA
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The online platform Bodega enables its users to trade virtual currencies and goods from various games and social networks. Users can decide if they wish to auction off their virtual goods or offer them to potential buyers at a fixed price. The platform even has its own currency known as “Bodega Bills”, which can be earned by completing transactions or bought by credit card. The Bodega offer can currently be used on Facebook and will soon be available on MySpace, Bebo, Twitter and in online games.

DIRECT FROM IN-VIDEO BANNER TO EBAY USA
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The internet auction house eBay now advertises on various websites using rich media banners. There are a total of three different versions of the banner with the themes cooking, fashion and music. The products, available from eBay, are presented in the form of a cooking programme, a fashion show and in a music player. The viewer can also click on the advertised products in the banner and purchase them directly from eBay. The banners are a part of US advertising campaign “Come to think of it, eBay”, which was conceived in partnership with US advertising agency Goodby, Silverstein&Partners.

SPONSORS PAY FOR MUSIC DOWNLOADS Australia
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Guvera, the revolutionary Australian start-up, wants to satisfy consumers as well as the artists and industry by making sponsored music and films available free of charge. After the usual registering process stating personal details and preferences, consumers can select a song of their choice; the results appear in the form of a list of various channels featuring edited advertising. Customers can then choose one of the channels and the fees for the download will be paid to the rights owner by the sponsor.

DETERMINING IMPACT OF IN-GAME ADS USA
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The market research company ComScore has collaborated with the Microsoft subsidiary Massive Inc. to develop a method of calculating the impact of in-game advertisements. This will make it possible for the first time to measure the effect of advertising on the behaviour of players. Using the so-called “ADD Effx Action Lift for Gaming” method, ComScore can determine if players subsequently visit a brand’s website, search brand-related terms or engage in other relevant online activities. The results are worked out by taking the players’ anonymous ID data from Xbox Live or Microsoft Web.

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