Mobile Marketing Reaches Highly Desirable Demographic

5/27/2003 - With average click-through rates that are five times higher than standard online advertising and stronger recall rates than television advertising, mobile marketing has come of age as the most productive and cost effective medium for reaching a highly desirable demographic. Companies such as American Airlines, Chrysler Corporation, CNN and have realized impressive results from innovative, interactive marketing programs running on My AvantGo, the world’s largest mobile application.

"My AvantGo provides a unique, interactive marketing experience, enabling consumers to complete surveys, play games and receive targeted information such as daily trivia when it is most convenient for them," said Neil Versen, senior director of My AvantGo at iAnywhere Solutions. "Mobile marketing delivers exceptionally high response rates, strengthens customer relationships and introduces leading brand names to young, affluent, tech savvy buyers."

Mobile marketing has proven its appeal across a wide variety of industries including automotive, travel, high tech and media. For example, all of the top three U.S. auto manufacturers are strong supporters of mobile marketing and have deployed a variety of campaigns – from new customer acquisition initiatives to brand awareness campaigns that leverage games and activities to strengthen existing customer ties. My AvantGo uniquely delivers a robust mobile user experience, delivering content to consumers at their convenience – even if the mobile device is not connected to the wireless network.

"We expect the usage of mobile marketing campaigns to increase as companies discover that they can be an effective and flexible communication medium," said Kevin Burden, program manager for the mobile devices group at International Data Corporation (IDC). "Users often carry PDAs for reasons in both business and pleasure, providing a consistent vehicle for delivering a strong brand message.”

Leading Brands Find Success with Mobile Marketing – In early 2003, launched a newly redesigned mobile website on the My AvantGo service. In the first two months following the introduction, active usership increased by 330%. With the redesign, the channel has attracted more sophisticated advertisers, the first of which was a two-month sponsorship by Honda for its new Element vehicle.

Jeep® – Jeep brand, a division of Chrysler Corporation, conducted a mobile advertising campaign via My AvantGo in conjunction with the initial launch of the new Jeep Liberty. Jeep took advantage of the targeted, uncluttered advertising environment and 1.5-2% average click-through rates to collect more than 15,000 leads. Jeep tracked the campaign's impact on brand awareness with pre- and post- surveys delivered right on the PDA.

American Airlines – The recently launched American Airlines® My AvantGo channel attracted 80,000 users within the first few months. The channel offers up-to-the-minute flight schedule and loyalty program information to develop strong, long-term customer relationships. The new channel was honored with an Excellence in Interactive Marketing Award from DFW Interactive Marketing Association for Most Effective Wireless Campaign on Mobile Devices.

About My AvantGo
My AvantGo delivers rich, personalized content and applications to mobile device users. Today, more than 2,500 major brands, including American Airlines, CNET, CNN and The New York Times, leverage My AvantGo to target a highly desirable demographic of over eight million registered users. To learn more about My AvantGo visit

About iAnywhere Solutions
iAnywhere Solutions, Inc. empowers businesses with always available access to enterprise information. More than 10,000 customers worldwide, including 78 of the Fortune 100, rely on iAnywhere SolutionsTM industry leading mobile, embedded and workgroup databases, mobile middleware and m-Business solutions. In addition, the company’s My AvantGo® service is one of the world’s largest mobile applications. iAnywhere Solutions is a subsidiary of Sybase, Inc. (NYSE: SY). Visit for more information.

AvantGo, My AvantGo, the AvantGo logo, iAnywhere Solutions and iAnywhere are registered trademarks or trademarks of Sybase, Inc. or its subsidiaries. ® indicates registration in the United States of America.

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