What Are Mobile Touch Points

List of Mobile Touch Points
These are All the ways that a brand can interact with the user of a mobile phone. This is just a kick-off.
The list is a work-in-progress.

If you know of more touch points for the mobile, then don’t hesitate to add some more. Generally speaking, texting techniques tend to be the most effective across most markets, which is why they are placed near the top of the list.

1
Click to call
Have users click on a link to call your service.

2
Text messaging quiz (“Text to Win”)

User takes part in a quiz via text message. Typically sends answer to some short code.

3
Texting product info (“Text for Info”)
User gets instant product info via 2-way texting request, usually to a short code. Could be price, where to buy etc.

4
Text messaging content (“Text for content”)
User sends request to shortcode and is sent content, usually rich mobile content (e.g. ringtones, pictures, videos)

5
Text polling (“Text to vote”)
User takes part in poll, published via other channel (e.g. TV, print)0 points

6
Texting surveys (“Text for CRM”)
User gives some kind of response to a question(s) via short code, or similar.0 points

7
Texting callback (“Text to callback”)
User sends text message in order to be called back about product or service.

8
Text reminders (“Text to prompt”)
User gets reminder to do something, such as order flowers for a birthday.

9
Text to check stock (“Text for availability”)
User can see if a product/service is available at a particular time.

10
Text to check status (“Text to check”)
User can find out about the status of a service, such as queue length at a municipal recycling point, flight arrivals etc.

11
Text to call through (“Text to connect”)
User texts keyword to shortcode and gets back a phone number to call relevant to the enquiry. Could be number of estate/realty agent to talk about a house.

12
Text product alerts
User has previously subscribed to receive alerts related to a product/service, such as new product, offers, job openings etc.

13
Texting interactive displays
Allow users to send messages to interactive displays at a venue, conference, show, trade fair etc.

14
WAP Push
User can receive link to a WAP page (i.e. mobile web page) and be sent to some site or landing page (see landing page)

15
Mobile Web Landing Page
User can visit a landing page to get quick overview of product/service and quick list of follow-up actions (e.g. call this number, fill out this form, request callback etc.)

16
Tell-a-friend Texting
Allow user to promote product to a friend via a text message, which can originate from the recommender in order to avoid opt-in and spam issues.

17
Location-based texting
Text to a short-code and use the sender’s location to tailor the response, such as location-based product/service info (e.g. nearest outlet etc.)

18
Texting Coupons
Send user (either via previous opt-in list or via 2-way request) a coupon (usually a short string) to be redeemed during transaction.

19
Picture Coupons
Send user a picture-based coupon. Various attempts to use barcodes have been tried, though frequently not compatible with standard BC readers in stores.

20
QR Codes
A special type of two-dimensional barcode offered in standard print (or even online) that can be scanned via camera on mobile (requires a QR code reading software)

21

Videophony (“Dial a clip”)

User dials a 3G video number, typically a short code – can be same short code as a texting short code. Instant connection to streamed video. Also allows user interaction via touch keys.

22
Video clip alerts (“Video alerts”)
Most popular application is for live sports. User pre-subscribes to alerts, sets up preferences profile and receives video clips. Clips are usually accessed via links that are pushed via text/WAP-push.

23
Cell broadcast
Seldom used, but the ability to send text messages to users within a particular cell area.

24
Flash Texting
Ability to send text message that is displayed immediately on home-screen of mobile. Not supported by all mobiles and infrequently used because flash text is transient (i.e. not stored in messaging in-box)

25
Game Start-up Screens
Place ad at the start of a mobile game.

26
Ambi-Ads for Mobile TV
Place branding message somewhere in the ‘skin’ of the user interface so that it is always visible during a program or channel.

27
Interstitial ads in Mobile TV
Place ads at the beginning, middle and/or end of content segments in the TV programming.

28
In-line ads in Mobile TV program guide
Place ads in the TV guide itself (the ESG or EPG) – number of ways, such as contextually (related to program content), promotionally (related to program sponsor) or ambient (anywhere to catch the user’s eye during use of ESG)

29
In Call- Ads
User hears advertisement and branding messages during a call, perhaps in return for free call.

30
Touch-tone Ads
User hears ads during navigation of touch-tone menu.

31
Interstitial Voice Ads
User hears ad at beginning, middle and/or end when placing certain type of voice call.

32
Directory Services Ad-Insertion
User gets ad appended to directory services info texted to their mobile (e.g. after placing services call).

33
Home-screen Push Content
Branding content is streamed to the home-screen of the phone – requires means to place content on home-screen, which is not widely possible on today’s phones (pre-MIDP3). Various proprietary solutions possible.

34
Ads for top-up
User gets top-up credits (on prepay SIM) after agreeing to receive mobile ads (of various forms, usually with degree of interaction)

35
Network welcome messages
Messages sent to mobiles when they roam onto a different network, such as arrival at an airport from another country. Can be very effective for brand messaging to foreign travelers.

36
Mobile Instant Messaging
Number of ways to facilitate brand touch via IM, such as ambient, interstitial, and even ‘product/service’ buddies.

37
Presence
Still early days for use of presence on mobiles, but will soon become standard user interface for all communications services. Presence is the status information associated with buddies in a communications tool, as we are used to seeing in IM apps. Presence info can be very rich, including links to services.

38
Mobile Web Ads
Ads places into mobile web pages. Could be banner ads, text links, interstitial. The jury is still out on what the common “unit” for mobile ads should or will be.

39
Promotional Mobile Apps
Create any mobile app and directly link it to the brand. This could be a game or some kind of ‘interactive brochure,’ but usually needs some upside for the user, such as ‘rare info’ that can’t be found elsewhere or a chance to win something.

40
Web Icons
It is possible to place a branded icon on the main menu of a mobile device and use this to jump to a branded website. iPhones offer this via ‘web links.’ Another method is to use a Java app (MIDlet) that acts as a launcher to a web page.

41
Photo Uploads
Users are asked to participate in various promotions by uploading of photos portraying certain theme, product/service usage, idea etc.

42
Video Uploads
There are numerous applications for brand engagement using video uploads. There is still plenty of more scope for creativity with video as the tools for creation, uploading and sharing get easier to use.

43
Mobile Web
Put your brand into its own mobile website. Sites that are designed-for-mobile are generally more successful in attracting and keeping visitors than those that aren’t. You can redirect users from the main site URL to a mobile version, or have a dedicated mobile address, like mobile.domain.com or even domain.mobi, or similar.

44
Bluetooth
It’s possible to grab/push content via Bluetooth, although the practicalities are somewhat limiting. BT continues to be a niche means of proximity-based interaction.

45
RFID
This is a longer term play with lots of promise for the future of proximity-based interaction. Already popular in parts of Asia.

46
Call-2-Service
A person calls a regular/800/short code number and receives a text or a menu to answer to.
Uses a combo of SMS/USSD technology and a new C2S technology from Eyeline.

47
Mobile RSS
Feed your users with content via Mobile RSS, such as via service like Mippin.com

48
Mobile Portal
Fully blown site with lots of content categories and downloads

 

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