The Swisscom OGO device range is a set of dedicated mobile instant messaging devices that have driven stellar growth in the Swiss messaging market since its inception in 2005. Thomas von Daniken, Swisscom’s Customer Experience expert delivered some compelling figures at Converged Messaging in Munich pertaining to the value of mobile IM. Swisccom’s 55,000 users generate 100 million IMs per month and these same users send 4 times as many messages as their PC counterparts. OK, the flat rate basic package generates a 13 euro ARPU, but with the addition of a full multimedia offering including a usable mobile Internet browsing experience offered by the OGO2, the ARPU jumps to an impressive 30 euro.

And the 55,000 Swisscom mobile IM users (70 percent younger than 27) also present a clear market for advertising. Swisscom is dipping its toes in the mobile advertising water with opt-in mobile advertising embedded in the IM offering (no banners, just a logo to click through to coupon offers). As take up increases then so will reach, but critically, Swisscom has a young, high-volume communication market with OGO that provides a plethora of opportunities for brands to open a dialogue with.

This entry was posted on Tuesday, September 30th, 2008 at 3:36 pm and is filed under Mobile Advertising, Mobile Research. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.