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WirelessDevNet.com Press Release
“Content Retail Marketing” Point of Controversy in Juniper Mobile Adult Report
Barcelona, Spain, December 11th, 2007. Cherry Media Holdings, the new parent company of the award-winning adult mobile brand Cherrysauce has cited the proven strategies of high-street retailing as a key example to unlocking the full commercial potential of mobile adult entertainment.
In the Mobile Adult Report 2007-2012 released last week by Juniper Research, Cherry Media’s Managing Director, Julia Dimambro effectively sideswiped any suggestion that selling adult content should be the sole domain of large, recognisable adult industry brands or mobile aggregators. Instead, Dimambro asserts that mobile operators should look to the basics of retail marketing as the key to commercial adult success; a strategy Cherry Media employs as, “aggregating consumers instead of aggregating content.”
Dimambro likens this model to that of large supermarket chains that have perfected the art of engaging impulsive consumers over many years. “Hypermarkets offer the likes of discount petrol to entice customers to their doors. Once there, people invariably ‘pop-in’ to pick up a few essential bits. You have fresh bread smells coming through the entrance air vents to create a feeling of hunger, you place the best selling items at eye-level to encourage extra purchases and feature ‘impulse buys’ at the checkout. All of this has been highly developed by studying customer purchasing patterns and we believe the same can be applied to mobile,” Dimambro says.
Concurring on the same key retail marketing point contained in the Juniper Report was I-Play President, David Gosen where he stated, “When you walk into a Wal-Mart, you get to the end gondola, it’s well marketed and promoted, that’s where the mobile phone deck needs to be.”
Dimambro’s comments on retail marketing were made within the context of the Juniper report’s findings that suggest understanding the mobile adult consumer is, “perhaps the key hurdle to ensuring mass adoption of adult services…ensuring that content is made available which customers want to buy.”
The Juniper report goes on to assert that, “companies which specialise in a given area of content (be it gambling, games or adult content) are unconvinced as to the operators efficacy in marketing their particular product, in that operators, after all, are mobile specialists and not specialists in gambling/games/adult content.”
Dimambro echoes the report’s findings by adding, “Many people know adult and many people know mobile, but very few people know how to manipulate both skill sets with an inherent marketing knowledge of what Cherry Media coins as, consumer context that converts content.”
The Juniper report reflects Cherry Media’s long-term certainty that even though some mobile operators still believe that famous brands in the adult sector drive consumer demand on mobile devices, it is in fact white-label or amateur content, UGC and chat applications that are driving the current commercial growth in adult mobile entertainment. In the report, Dimambro delivers an example to back up her argument on this point citing the delivery of a big name adult brand to a Tier 1 mobile operator for nearly five years. During a temporary suspension of the service they slotted in Cherrysauce white-label content instead and the resulting sales not only matched the branded content, but increased sales by more than 20%.
Cherry Media Holdings is headquartered in Barcelona, Spain. For more information on Cherry Media, visit www.cherrymediaholdings.com , or e-mail david@cherrymediaholdings.com .
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