HMV teams with Digital Rum for mobile service

by Danielle Long, Revolution UK 01-Jun-06, 08:00

LONDON - HMV has become the latest company to offer a mobile service with the launch of Txt2Buy. Teaming up with mobile CRM company Digital Rum, the service will allow HMV customers to purchase CDs, DVDs and games from their mobile phones.

The Txt2Buy service is a three-step process that allows consumers to respond to HMV press ads to buy products "on the move" using mobile internet.

The service was launched on June 5, with a series of HMV ads appearing in national magazines and newspapers.

The ads will contain a unique ordering code for music, film and games titles, which customers can text to a shortcode number. Users will then be directed to a secure mobile internet site, where they can make purchases using their credit/debit card details. Their purchases will then be posted to them.

Gideon Lask, HMV's head of internet, said: "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.

"Moreover, by working with Digital Rum 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."

Russell Tarr, vice-president of sales at Digital Rum, added: "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."

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