Silk Cards Launch With 37.5% Conversion Rate

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Silk Cards take a unique approach to content discovery, encouraging trial and purchase of mobile content. Using any type of flash memory card, Silk Cards provide an easy route for first time users to access mobile content, making it the perfect medium to introduce and promote new services. In a UK pilot last year, a global operator used Silk Cards to demonstrate its mobile content to a wider audience. The intuitive journey created by Silk Cards presented an excellent user experience and opened up the market to a less technology savvy market. Silk Cards enjoyed tremendous success in their first implementation with trial to purchase conversion rates of up to 37.5% achieved. This compares extremely favourably with existing purchase rates via WAP, which rarely exceed single figures.

Operators and content providers are struggling to entice new users to purchase applications and content over their mobile devices. For an industry attempting to move beyond early adopters and reach the mass market, an innovative solution for removing barriers to purchase and creating greater awareness of content availability is essential. The answer has now been found with the launch of Silk Cards at 3GSM in Cannes. Silk Cards take a unique approach to content discovery, encouraging trial and purchase of mobile content.

Using any type of flash memory card, Silk Cards provide an easy route for first time users to access mobile content, making it the perfect medium to introduce and promote new services. With a rich, fully customisable interface, Silk Cards provide a familiar and intuitive environment, making it simpler than ever before for users to try and buy advanced mobile services. Users are walked through available content and applications, and then prompted to trial or purchase with just a single click, all from their mobile phone.

In a UK pilot last year, a global operator used Silk Cards to demonstrate its mobile content to a wider audience. The intuitive journey created by Silk Cards presented an excellent user experience and opened up the market to a less technology savvy market. Silk Cards enjoyed tremendous success in their first implementation with trial to purchase conversion rates of up to 37.5% achieved. This compares extremely favourably with existing purchase rates via WAP, which rarely exceed single figures.

Further Silk Card implementations are planned in order to drive familiarity with advanced mobile services and grow the audience for mobile content and applications. The conversion rates achieved demonstrates the value of Silk Cards in increasing awareness, making content uptake more straightforward and growing content revenues.

Nicola Riordan, Director of Marketing for Silk states, “The first moments of usage of a new handset are a crucial time for handset personalisation and introduction of services. Silk Cards guide mobile users through the applications and content available, providing an improved and more intuitive user experience, thereby helping to drive sales and increase conversion rates. We are delighted with the success of the Silk Card and we look forward to helping content providers and operators to implement a more intuitive route to their content or services.”

Visit Silk Mobile at 3GSM, Hall 5, Stand M16 on the 14th - 17th February.

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Nicola Riordan
SILK
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