Flytxt and Yahoo Mobile agree cross-selling deal

by Daniel Farey-Jones,, Brand Republic 11-Feb-05, 07:00

LONDON – Yahoo! Mobile Europe is using Flytxt's Direct CRM system to cross-sell its mobile content, with the two companies agreeing a contract following a trial period in the UK market.

The system allows Yahoo! Mobile to target customers who have just purchased content with a promotion for another piece of content within 30 seconds to three minutes of their purchase. It will not try to cross-sell a product that has been previously purchased.

Lance Johnson, general manager at Yahoo! Mobile Europe, said: "Now that technology, handsets and usage are catching up, we're seeing significant revenue streams developing within the mobile content side of the business. Flytext's technology is intelligent and we're already seeing a significant commercial impact."

Flytxt Direct is rule based and messages sent out respond to certain criteria including: the piece of content that was purchased; the recipient's demographics if stored on the database; time of day; and previous purchase history for that user.

Pamir Gelenbe, co-founder of Flytxt, said: "Real-time cross-selling is a no brainer for any content provider. By using Flytxt Direct, mobile content providers can boost their mobile content revenues and achieve greater ROI on their content promotion."

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