Boost Mobile’s targetted advertising

Boost Mobile, the popular youth MVNO has continued its string of innovation with Boost Mobile VIP, described as “an opt-in program designed to provide customers with tailored services and products as well as special promotions and updates”.

The first phase of the program involves collecting data from users who choose to become Boost VIP members, which provides data on pre-paid user – this kind of data is traditionally hard to get. These people will be eligible for special deals and will receive “communications” (meaning ads) via text message and e-mail. The second phase will feature content and other special features intended to increase user retention. The data collection service, run by MindMatics, therefore has two benefits for Boost – it will be able to sell targeted ads to an opt-in audience and it has details on its customer base which will allow it to offer targeted services, which ideally should reduce churn. The program should help users by giving them a customized service, and from the sound of it free content and special promotions. This is a good example of the potential power of marketing through mobile: it offers an unparalleled medium for getting to know the consumer individually and target him accordingly.

 

Technorati : Boost Mobile, MVNO, USA, Youth MVNO