Hypertag, the UK mobile marketing technology company, is launching a mobile commerce application. The application, called Hyperstore, will make it easier for consumers to buy content, products or services over their mobile phones.
For marketers, the advantage will be that their brands will effectively become resident on consumers’ mobile phone screens.
So, for instance, as part of an album launch, a record label could distribute Hyperstore branded browser applications to mobile phones via a poster-based Hypertag campaign. Users would then be able to connect via wireless application protocol (WAP) to receive news and content from the band as well as buy ring-tones or music clips.
Hypertag already markets a short-range wireless based device (also called Hypertag) which can be used to send information to mobile phones via infrared or Bluetooth. At present, consumers simply hold their phones up to the Hypertag to receive content such as vouchers, ring-tones or games. In the future, they may also be offered the Hyperstore phone-based browser.
Hypertag co-founder Rachel Harker says: “As well as being able to offer consumers great mobile content direct from advertising locations, brands can now also give users a content experience as well as the opportunity easily to purchase content from their phones.”