News
Wal-Mart makes mobile content play
Tim Green Nov 30 2007, 11:00am
Comments (2)
The world’s biggest retailer has moved into mobile content – and it’s piling it high.
Wal-Mart launched its own web-based content store and WAP portal (www.wmtmobile.com) just days ago through a partnership with the US D2C giant PlayPhone. It’s Wal-Mart’s first ever foray into the mobile entertainment space.
Of course, it’s not the first time a major retail brand has launched into the content market. Others licence ringtones and wallpapers from aggregators, which they host online. What’s different here is the determination by Wal-Mart to make mobile part of its marketing, merchandising and buying process.
Hence, every store in the US – and there are 4,121 – is now promoting the web site and 40888 shortcode through POS, while artists being promoted online and in the shops are simultaneously getting a mobile push. This month, for example, Wal-Mart is getting behind The Eagles, with exclusive $1.99 ringtones to complement in-store promotions.
For PlayPhone, this the biggest of its 12 brand partnerships, with others including ABC and Cartoon Network.
Ron Czerny, CEO of Playphone, told ME: “Wal-Mart is integrating what’s online and in-store with its mobile offer.
It genuinely wants to incorporate mobile into its consumer product offering.”
And the project is only going to get bigger. A spokesperson for Wal-Mart said: “Wal-Mart will work with PlayPhone over the next several months to understand customer response to the service and create new opportunities for fans to enjoy their favourite music and artists.”
Elsewhere, whatever Wal-Mart can do, Tesco can do too: The UK’s market leading supermarket chain says its mobile portal now has over 250,000 unique visitors per month.
Tesco has 1.5 million subscribers on its own-brand MVNO and has set up its portal as its default WAP destination. The site, managed and hosted by UK firm InfoMedia Services, showcases a variety of downloadable content, infotainment services and Tesco offerings.
It even offers ‘new concept’ microsites for content owners including Disney, Sky Sports, Glu and EA Games. Tesco Mobile has also trialled third party mobile advertising with partners including the BBC, ITV and EMAP and is now rolling out banner advertising across the mobile portal.
Comments
“Smart Move”
Posted by: Dan - Nov 30, 10:51pm
This is just another example of how Wal-Mart keeps ahead of the competition. We all know that mobile content is the future of retail sales and Wal-Mart has just landed a jump start with a solid business partner!
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