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PrimeResponse Announces "Wireless 1:1" Creating the Ever-Present Customer
Leading "eTail" and Telco Companies Employ "Convenience Marketing" Through Prime@Vantage Wireless(TM)To Strengthen Customer Relationships; New Relationship Marketing Application For Direct Marketers Eliminates Wireless SPAM (``WAM'')
CAMBRIDGE, Mass. and LONDON--(BUSINESS WIRE)--June 29, 2000-- PrimeResponse, Inc. (NASDAQ, EASDAQ: PRME), a leader in business to consumer relationship marketing--today reconfirmed its position as one of the most visionary vendors in the customer relationship management space by announcing the industry's first ability to seamlessly integrate 1:1 marketing campaigns via wireless channels (palm pilots, cell phones, etc.). The advent of this breakthrough technology, Prime@Vantage Wireless(TM), allows marketing-savvy organizations to create the ``ever-present'' customer through ``convenience marketing''--delivering highly personalized, value-added communications leveraging the marketing channel most convenient for each consumer.Already selected for beta testing by global telecommunications and leading ``eTail'' organizations, Prime@Vantage Wireless(TM) boasts the first-ever ability to seamlessly analyze, plan, execute and track multi-channel marketing campaigns integrated across all channels, including traditional channels (call center, direct mail), Web and e-mail, and now, wireless applications such as palm pilots and cellular phones. Delivered through Short Message Service (SMS) and Wireless Application Protocol (WAP), the addition of the wireless channel to the marketing mix provides direct marketers with a new marketing application, enabling cost-effective one-to-one marketing for building and improving customer loyalty.
Prime@Vantage Wireless(TM) leverages the promise of ``convenience marketing,'' creating new levels of service for customers by providing turnkey information for a consumer's immediate needs, enabling an instantaneous response or action. For example, an airline could use the technology to send a message to the wireless devices of members enrolled in its frequent flyer programs indicating a flight delay or change, and may also recommend alternative travel scenarios. Online brokers could use the wireless application to send real-time messages to customers indicating significant stock price changes, and would be able to execute buy and sell commands.
``Prime@Vantage Wireless(TM) creates endless possibilities for marketers, including cross selling, and value-added communication through a channel with high response rates and convenience,'' said Allen Bonde, Director of Advisory Services for Extraprise. ``The integrated solution also provides personalized communication that is timely and most appropriate for consumers on the go. This type of multi-channel permission marketing is clearly the future of eMarketing, and offers to let customers receive information when and how they want to receive it.''
Prime@Vantage Wireless(TM) Eliminates ``WAM''
In a recent report, CAP Gemini America predicted that 78% of Internet users would migrate to wireless applications by the close of 2001. IDC estimates that by 2004, there will be more than one billion wireless Internet users, surpassing the number of people using PCs.
Just as consumers are outraged by ``SPAM'' e-mail, it is likely organizations will utilize the wireless channel as a new advertising medium, creating ``WAM(TM)''--wireless spam, or junk mail invading cell phones and PDAs. Prime@Vantage Wireless(TM) is a B2C organization's--and a consumer's--``white knight'' by eliminating WAM before it ever occurs. By extending the personalized, event-triggered communications capabilities of its Prime@Vantage.com(TM) software to the wireless channel, PrimeResponse has transformed marketing to a value-added service rather than a constant intrusion. The software's ability to capture actual customer and prospect behavioral data (buying history, etc.) ensures that customers only receive information relevant to their unique interests. In addition, the software has been optimized to remember each customer's individual preferences.
``Junk mail, random calls and e-mail SPAM, may become old hat as wireless SPAM or WAM will be the next bullet for customers and prospects to dodge,'' said Sam Clark, Senior Research Analyst for META Group's Application Delivery Strategies Service. ``Solutions like Prime@Vantage Wireless(TM) will become necessary to combat WAM by providing valued customers with convenient and appropriate offers which in turn increase the acceptance and profitability of wireless marketing communication.''
Global Organizations Support Prime@Vantage Wireless(TM)
Priceline.com, the patented Internet pricing system, is one of the early adopters ( http://www.primeresponse.com/customers/earlyadopters.html) of Prime@Vantage Wireless(TM). ``One way priceline.com has built a reputation as a leading Internet brand is by leveraging technology to offer value-added products and services to consumers,'' said Ron Rose, CIO for priceline.com. ``Prime@Vantage Wireless(TM) helps us to take consumer convenience and customer satisfaction to a new level by allowing organizations to contact consumers with relevant, timely information via the most appropriate marketing channel. We are excited about the possibilities this new technology and its potential integration with our current Web and e-mail marketing capabilities provided through Prime@Vantage.com(TM) offers.''
max.mobil., a subsidiary of Deutsche Telekom, one of the world's largest telecommunications providers, realized as competition intensified in the telecommunications market the need for a solution like Prime@Vantage Wireless(TM) to effectively communicate with their customers.
``Within the telecommunications market, reducing the level of customer churn rates is critical to any marketing strategy. Only by understanding our customers' needs can we ensure that they remain loyal to us,'' said Golaleh Keshavarzi, Head of Contact and Campaign Management for max.mobil. ``As an early adopter of Prime@Vantage Wireless(TM), Prime Response is critical to our business, helping us to keep one step ahead of the competition by delivering a product which allows us to communicate with our customers through all customer contact points.''
``As leaders in the marketing automation space, PrimeResponse is committed to developing new technologies that help our customers achieve their business goals and objectives,'' stated Peter Boni, Chief Executive Officer for PrimeResponse. ``We are confident that Prime@Vantage Wireless(TM) will provide a new and crucial marketing channel for direct marketers, allowing B2C organizations to develop stronger, more valuable customer relationships.''
PrimeResponse is demonstrating the first live ``wireless 1:1'' campaign on June 29th at 8:30 a.m. at DCI's CRM Conference and Expo at the Hynes Convention Center in Boston, Massachusetts, Room #206 and will be exhibiting at Booth #1822. This presentation is occurring simultaneously at London's CRM Conference & Expo at 10:30 am local time in the Tower Room of the London Olympia Hilton, and will be exhibiting at Booth #260. The Company is also hosting an online cyber-symposium in concert with this presentation. To register for the cyber-seminar, please contact PrimeResponse by calling +1 (877) 807-0354 or +1 (617) 234-6250, register online at www.primeresponse.com/wireless/ or send an e-mail to wirelesslaunch@primeresponse.com.
AVAILABILITY
PrimeResponse will be offering Prime@Vantage Wireless(TM) through its early adopter program in Q3, 2000 with general availability in Q4, 2000.
About PrimeResponse
PrimeResponse, Inc. (NASDAQ and EASDAQ: PRME) is a leader in business to consumer relationship marketing. More than 90 of the world's leading companies have chosen PrimeResponse for its industry expertise and innovation. The Company's Prime@Vantage(tm) product suite maximizes an organization's return on their marketing investment while building more loyal and profitable customer relationships. The Prime@Vantage(tm) relationship marketing solution helps organizations easily plan, optimize, execute and track sophisticated direct marketing campaigns that span traditional channels (direct mail, call centers and advertising) as well as the latest electronic channels (Web, e-mail and wireless). A single view of all customer communications lets companies deliver the right message to the right person, at the right time, via the right channel-to increase response rates and ensure the best-possible customer experience.
PrimeResponse is located in Cambridge, MA (corporate headquarters), London (international headquarters), Antwerp, Chicago, Denver, Frankfurt, Melbourne, Minneapolis, Munich, New York, Paris, San Francisco, Singapore and Sydney. More information is available at www.primeresponse.com, marketing@primeresponse.com, +1 617 876-8300 or +1 877-PRIME54.
``Safe Harbor'' Statement (http://www.primeresponse.com/news/releases/safeharbor.html)
Prime Response, Prime Vantage, Prime@Vantage Wireless and Prime@Vantage.com are trademarks and/or registered trademarks of Prime Response, Inc. All other trademarks and registered trademarks are the properties of their respective owners. (c) 2000 PrimeResponse, Inc., except as otherwise acknowledged.
Editorial Contact:
Darren Horwitz
PrimeResponse
617-234-6208
dhorwitz@primeresponse.com
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