UK mobile phone network operator O2 UK (Telefonica O2 UK Limited), part of Telefonica SA, today announced the launch of a new large-scale location based mobile marketing service in the United Kingdom.
The operator said that its service will allow brands to deliver SMS and MMS messages for customers in a targeted manner. Starbucks and L'Oreal are the launch customer for the new service, which will be submitted to a test of six months.
Consumers must opt-in to receive messages relevant depending on their age, gender, interests and location service makes use of a technology based on location, known as ' geo-fencing ' and was launched in collaboration with Californian Placecast, a company that has already launched the technology in the United States.
O2 said that during the initial programs in the United States, 65% of customers who were part of the trial has made a purchase of a text or multimedia message, with 60% of participants find messages based on the position to be "fresh and innovative."
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