Txt to Fly

American Airlines expanded its weekly NetSAAver newsletter to the mobile phone with txtSAAver. This is one of those cases where American Airlines seems to be doing mobile for the sake of doing mobile. txtSAAver is a weekly text message, just like its e-mail-based counterpart. This isn’t a widget that dings every time an airfare goes on sale or reaches you’re price parameters. This is a regular message, once a week. And it requires the Web to sign up and then to book a fare mentioned in the text message. Other than novelty, where is the value in mobile delivery? As mobile marketing has matured, text messages serve to support a campaign, mobileor cross-channel, not a newsletter delivery method.

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