Over the past few months I have written several blogs on what I believe are key components to good mobile marketing.
Of all these components, the technical capability of your chosen mobile partner is probably the most over looked. Mobile platforms vary across the industry; some smaller (and frighteningly not so small) mobile companies have nothing more than a couple of severs under the desk; larger and more technically orientated mobile marketing agencies may have their platform across multiple hosting sites, fully redundant functionality and 24/7 monitoring.
With big brand campaigns running into the millions of pounds, and mobile often at the core, it is worrying me how few brands or lead agencies actually undertake any form of technical due diligence on the chosen mobile partner. As Mobile Marketing moves beyond SMS to MMS, vouchering and WAP sites and Mobile Agencies start to stretch their technical capabilities it is important to ask some key questions to your chosen mobile partner:
- How secure is the mobile service?
- How reliable is the mobile service?
- Who actually owns the technology?
- What are the capacity and message throughput rates?
- What level of technical support and service monitoring is provided?