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RISMEDIA, January 6, 2009-Today’s marketplace is rife with mobile technology solutions, both good and bad. So how does one differentiate within this vast catalog?

Here are eight key factors to consider when selecting the right mobile marketing tool:

1. Positive User (Buyer) Experience

Refers to the overall experience and satisfaction the user receives when interacting with a mobile solution. Some mobile solutions opt to ‘blast’ the user with a series of subsequent messages. Top solutions will deliver instant, relevant information on demand, or add a timed delay between subsequent messages, allowing the user time to view the content without being overwhelmed.

2. Availability of Photos

In observing that just over 13% of US mobile subscribers use their mobile Web, this means an HTML link-only solution misses nearly 87% of potential leads. An ideal solution will offer push-messaging capabilities that may also deliver photos to phones with PIX plans, reaching approximately 4 times as many buyers.

3. Wide Market Reach

In context with mobile technology, this refers to solutions that work on the most carrier networks and can be accessed by the most subscribers on the widest variety of mobile devices (phones).

4. Delivers Standardized Info

To deliver maximum value, messages must include the property address and price, ideally in a standardized format. The information should be concise, answer immediate questions, and be delivered in a format that is easily referenced and shared with others.

5. Dedicated 5-digit SMS Short Code

Ideal short codes are 5-digit with two pairs of repeating digits separated by a single digit, e.g. 44133. This is easier to remember and reduces chance for input error. Beware of shared short codes; any company abusing them can cause carrier disconnection for all and leave you stranded; it pays to do your homework here.

6. Efficient User Input To Minimize Errors

A mobile solution should require the least amount of time for the user to request and receive their desired information. Avoid application launches, keystrokes, and changing input mode (alpha/numeric) to minimize chance for input error or user abandonment – the key is quick and relevant.

7. Delivers Agent Value

Sales professionals seek increased sales efficiency, client satisfaction and new buyer leads from a mobile marketing tool. As such, the tool should focus on minimizing additional work effort by offering data integration, provide accurate, automated lead capture, and enable timely follow up with real-time alerting capabilities.

8. Industry Expertise and Focus

Select a partner that understands both your needs and the needs of your clients. Your partner should have deep expertise in mobile solutions and the ability to customize their offering to help you achieve your unique business objectives.

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