Digitonic launching handset service

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MOBILE marketing start-up Digitonic, which lists Coral, CR Smith and O2 among its clients, is launching a handset-based service that it believes will help double turnover in the coming year.

The service is aimed at high street retailers and uses geo-location technology – similar to that employed by Google maps – to lure in potential customers with advertisements or special offers.

Messages are automatically sent to iPhones and Android handsets when their owners pass within 200 metres of a shop.

Iain Wilcox, marketing manager and co-founder of Digitonic, said the service was similar to traditional text message marketing but with the addition of so-called “rich” content such as games, videos and vouchers.

“There’s massive potential in businesses being able to send incredibly targeted and relevant content to customers using this technology, and the beauty of it is that it allows them to engage directly with existing customers via the handset and then in-store,” Wilcox said.

“With mobile increasingly blurring the lines between online and the high street, we believe this is a powerful tool to drive targeted footfall into high street chains.”

Launched in 2010 by Wilcox and co-founder Grant Fraser, Glasgow-based Digitonic posted a 740 per cent surge in sales in its second full year of trading, taking turnover to more than £1 million. Though the company will not sustain that pace of growth, Wilcox said sales would almost certainly double in the coming 12 months.

Wilcox was quick to point out that the new service requires customers to agree to receive messages from specific businesses.

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