As radio continues to embrace mobile phones for interaction and digital radio, executives will be interested in new mobile phone marketing tools which will be able to better predict the types of services consumers want on their mobile phones, thanks to a research tool developed by m.Net Corporation and Adelaide University.
The collaboration uses a new approach to ‘user profiling’ that provides more personalized information than existing systems.
m.Net and the University of Adelaide’s commercial development arm have signed an agreement to commercialise the jointly developed intellectual property after receiving an Australian Research Council grant in 2004 for the project.
The new approach to user profiling will eliminate labour-intensive manual ‘tagging’ and identify a more personalised, multi-category approach to identify user behaviours.
The research will allow m.Net to make predictions not just about which users will download which products, but when particular users may be more likely to download particular products.
Scott Johnson, m.Net’s Marketing Director, says the patented method is all about `mobile behavioural targeting’ by marketers.
“Especially as mobile advertising increases over the next few years, the ability to predict what people will do next on their mobiles will become more and more valuable.”
Uni of Adelaide Research Fellow Dan Navarrosays the new technology will incorporated innovative psychological modeling: “When completed, the components of the research should make it possible to provide accurate product recommendations based on how specific users behave over time.”
m.Net Corporation is a leading mobile solutions company focused on the needs of major media organisations, telecommunications carriers and their advertising clients. It provides a range of solutions through its unique mobile marketing platform, enabling clients to exploit mobile opportunities either directly or via fully managed solutions. Adelaide Research & Innovation Pty Ltd (ARI) is the commercial development company of the University of Adelaide.