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WirelessDevNet.com Press Release
HMV and Digital Rum Take CD-buying Mobile
London, UK, 30 May, 2006: HMV and Digital Rum (dR) today launch a unique mobile service that enables music, film fans and gamers to Txt2Buy CDs, DVDs and Games directly from their mobile phones for the very first time. The new Txt2Buy service allows consumers to respond immediately to HMV adverts appearing in the national and lifestyle press, using their credit/debit cards to buy products 'on the move' in a simple three step process over the mobile internet.
This is the first service of its kind in the UK and offers consumers the convenience and flexibility to buy music, films and games whenever, and wherever they want to - without having to find a store or log onto the Internet at home or work.
>From 5th June, HMV will place a series of adverts in national magazines
and newspapers with a unique ordering code for new music, film and games titles. Customers simply text back to a shortcode number, and receive a mobile internet link to a secure site where they pay using their credit/debit card details. The first titles to be promoted in this way are still to be confirmed, but will feature new release chart CDs, DVDs and Games.
With the order complete, the album, movie or game is posted directly to them. No pre-registration is required, and uniquely the service also offers the option of consumers saving their card details to a secure 'mobile wallet', accelerating subsequent mobile purchases.
"Given the increasingly dynamic buying patterns of consumers and the mass market penetration of mobile phones in the UK, offering customers the opportunity to buy music albums, movies and games over their mobiles, whenever and wherever they are, is an incredibly attractive proposition," said HMV's Head Of Internet, Gideon Lask. "Moreover, by working with dR to add the mobile to our high street, online and digital download channels, we are proving our leadership in the development of a true multi-channel retail strategy."
"This is the first time that consumers have been able to spontaneously purchase physical goods such as CDs and DVDs via the mobile phone, and it opens up an incredibly rich mobile channel for HMV," said Russell Tarr, dR's VP of Sales "By combining SMS ordering with secure credit/debit card payment via the mobile internet, HMV is able to extend the order and payment capability of its high value product portfolio across any promotional medium - print, radio and television - simply by adding an SMS short code."
dR's innovative Mobile Customer Relationship Management (M-CRM) platform provides all the underlying mobile technology: from mobile messaging, through order collection and processing, to secure payment and authentication. dR also provides the 'mobile wallet' capability to encourage repeat use of the service.
About HMV
HMV is the UK & Ireland's leading music, DVD & Games multi-channel specialist, operating 215 stores nationwide, online @ www.hmv.co.uk and in the digital downloads arena via HMV Digital.
HMV's first store commenced trading in London's Oxford Street in 1921.
Since this time the company has been virtually synonymous with the innovation and development of recorded music and home entertainment software products - merchandising and promoting every major new format, from the earliest 78 discs, through to CDs, DVDs and digital downloads.
HMV UK & Ireland is part of the HMV Group plc, which also operates music and entertainment stores in Canada, Japan, Hong Kong and Singapore, as well as the Waterstone's books chain.
About Digital Rum (dR)
Digital Rum (www.digitalrum.com) is a leading provider of hosted on-demand mobile customer relationship management (M-CRM) solutions.
Launched in 2000, Digital Rum enables its customers to deploy mobile services that generate additional revenues, reduce costs and build one-to-one relationships with consumers. Digital Rum's strategic relationship with Microsoft enables enterprise customers to leverage their investment in Microsoft Office Live Communications Server and extend workforce collaboration to mass market mobile devices.
Customers including Orange, Argos, Odeon, Virgin Atlantic, BAA, HMV, British Airways, Ticketmaster and Vodafone have used Digital Rum's B2C infrastructure to deploy end-to-end mobile solutions for their customers. Digital Rum's unique expertise in mobile technology enables customers to deploy mobile services quickly and with minimum complexity.
In depth reporting ensures customers can easily quantify the return on investment they get using Digital Rum's solutions.
Digital Rum is a privately owned company whose major shareholder is Cross Atlantic Capital Partners. All product and company names mentioned herein may be the trademarks of their respective owners.
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