ILoop Offers DIY Mobile Campaign Management

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Mobile ad and content platform iLoop Mobile has unveiled a three-tier service structure and a new focus on self-service campaign management. The majority of clients are likely to opt for a new Web-based ASP (define) dashboard to manage mobile campaigns and build WAP sites, according to the company.

iLoop will still work one-on-one with clients through its managed services tier for customers entering the mobile marketing arena, but the mFinity mobile platform includes two new levels to give clients more independence in executing campaigns to mobile consumers. A Web-based ASP lets clients build their own rich campaigns combining SMS, content management and distribution, as well as the designing of WAP sites. Clients wanting a higher degree of control can opt to buy a blade server with the licensed ASP pre-burned to the appliance.

"It's a progression, most large agencies right now would love the ASP model," said iLoop Mobile VP of marketing Michael Ahearn. "It's not a big leap for most marketing agencies, they want to start to control the content from a content management system, some larger brands want to control the cost of messaging."

Agencies and brands that purchase the appliance can have the one-time cost of the server amortized over time "to the point where your service costs go to near zero," said Ahearn. It also benefits companies regulated by security issues, "They may be receptive to the idea of having their own equipment," he said.

Clients of all three tiers have access to several campaign creation tools. Users of the system can create and manage SMS programs, create WAP sites through a drag-and-drop interface, manage content and sell or distribute content like wallpapers, ring tones, games, music, video applications and other digital content.

Separately, iLoop and Bango also announced a partnership to facilitate the creation of storefronts and enable payment and distribution.

The interface allows users to work with existing short codes and is also compatible with major mobile aggregators. An aggregator is an intermediary that sits between a content or brand owner and the mobile operator to allow communications with the end user through a mobile phone.

"What this platform now offers is a user-friendly interface built for an assistant at a marketing agency, not one made for engineers, it's built for normal people," said Ahearn. "All applications are right there and conveniently ready to go."