JupiterResearch: Pepsi Mobile Content

Julie Ask at JupiterResearch writes about Pepsi launching a mobile portal called the 'Pepsi Globe Smart Client' for the youth in India. According to Economic Times, "the portal will provide easy access to the Pepsi Zone where cell phone users can get contents on cricket, Bollywood, music previews, contests, television ads, promotions, watch videos and can purchase wireless content without actually having to log on to the net. With this initiative, Pepsi will triple its mobile user interface mediums with SMS, WAP and WAP Client."

Ask states that "it's exciting to see something like this be launched even if it isn't in the United States. A lot of applications developers, storefront providers, marketers, etc. having been dreaming of such a scenario here in the States. We've seen examples online (e.g., SoBe) where online sites - especially CPG sites - are offering mobile content (mostly ringtones and wallpaper) as part of a lifestyle image.

She concludes that:

Challenges with carriers have inhibited offering such services in the US to date. Also, consumers here are less savvy when it comes to off deck content. This application is compelling in that once the user has loaded it on to the phone, the advertiser has a means of pushing out messaging and content to the mobile subscriber. Could also be sweepstakes, trivia, coupons, etc. - opportunities to get mobile subscribers to engage with the brand more frequently.