ASIA-PACIFIC – SINGAPORE, MARCH 2011 – Malaysian telco Maxis Berhad recently celebrated a new threshold for the local mobile advertising landscape. Maxis myDeals, a permission-based mobile advertising service launched just eight months ago, has reached a critical audience mass with over 2.8 million members.
Said Maxis Chief Operating Officer Jean-Pascal van Overbeke, "Growing a community of over 2.8 million customers who are happy to receive visually rich and directly relevant advertising to their mobiles, in just over half a year further affirms what we know about the power of the mobile medium to offer more value through data services."
“Currently, the mobile medium has expanded to become the most conversational, direct and measurable medium. This can lead to an actual, real-time increase in business-to-consumer transactions and value."
Maxis myDeals’ permission-based mobile advertising model integrates multiple mobile channels, serving Out There Media mobile advertising technology.
“We are happy that Maxis has acquired such a large number of members in a short period of time,” said Fabrizio Caruso, vice president, Business Development & GM, Asia Pacific, Out There Media. “This is a strong indication that “opt-in-based”mobile advertising is growing strong in Malaysia, with people being more receptive towards opt-in advertisements on their mobile phones.”
Forward-looking brands such as BMW and Malaysia Airlines, which were among the first to integrate Maxis myDeals into their marketing campaigns, have seen impressive response rates – and in some cases, doubled their campaign expenditure. As part of BMW’s campaign in July-November 2010, selected members of the myDeals community were offered test drives of the luxury automobiles,
yielding noteworthy best response rates of 17.9% and 50.4% for SMS advertisements and MMS with brand video, respectively.
Malaysia Airlines’ promotional flights campaigns garnered an average response rate of 21.5 % to the initial message, and an average of 23% to 52% response rate to subsequent choice-dependent interactions. Both BMW and Malaysia Airlines are currently working with Maxis myDeals to tailor sequel campaigns which will further grow brand-consumer interaction and relationship.
Maxis myDeals not only offers an enriched customer experience across all myDeals campaigns; but also offers each customer who is part of its community, loyalty points for every myDeals alert, redeemable against mobile products and services.
Said Maxis Vice President and Head of Product, Devices and Innovation, T Kugan, "Over 50% of our customers-base regularly access the mobile internet. Maxis’ mobile portal generates more than 60 million monthly page views. Some of the privileges so far enjoyed by the myDeals community are luxury auto test drives, free product samples, property launch discounts, exclusive Maxis Movie Day privileges and more."
The array of brands currently employing Maxis myDeals includes other global and local industry leaders such as Mahsa University, Colgate, Panasonic, Samsung, Nestle, Mastercard, Sunway City, Astro, Prudential, Michelin, and Mamee, among others.
In photo: Fabrizio Caruso, Vice President, Business Development Asia-Pacific, Out There Media; T Kugan, Maxis’ Vice President and Head of Product, Devices and Innovation; Heather Wee, Maxis’ Head of New Media; and Jean-Pascal van Overbeke, Maxis’ Chief Operating Officer, celebrating 2.8 million members of the Maxis myDeals community.
