Europes Power Brands Go Mobile For Maximum Visibility

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The right promotional gift can be a powerful tool for any marketer and, in the never-ending quest for innovative promotional products, many of Europe's power brands are turning to the mobile phone as the platform of choice to increase brand visibility. Companies such as Diageo, Oxbow, Agnes B, SpinVox and the X Factor have commissioned hundreds of thousands of phone charms, pouches, wrist straps and lanyards to showcase their brand and are reporting great success on both the uptake and use of these items by their target market.

The mobile phone accessory market is well established; worth over $32 billion in 2007 it is predicted to increase to over $80 billion in 2012. Its growth is driven largely by customer fashion and personalization needs as well as by technology; the majority of its retail revenue coming from after sales purchases. Unlike many other gadgets including the PC, a mobile phone is much more closely linked to a particular individual, and changing its appearance with a phone charm or new pouch is a low-cost way of updating its look thus making it a perfect fit for branded promotional items.

Other key benefits of promotional mobile phone accessories are that they are inherently light-weight, low-cost, long lasting and extremely eye-catching. They can also be manufactured from eco-friendly materials to make both the item and packaging environmentally friendly.

James Scroggs, SpinVox Consumer Business VP explains, "The SpinVox Speech Mobsters are the physical embodiment of our brand and the Speech Mobster phone charms were an effective way to tangibly link an individual's mobile phone to our voice-to-text service. SpinVox is all about capturing personal moments and a design that allowed each recipient to customise their phone charm in order to make an individual statement displays the essence of our brand."

Anokimobi Ltd, a UK based company who produced the SpinVox charms is one of Europe's leading product design companies specialising in bespoke promotional phone accessories. According to Tom Tranter, Director at Anokimobi "Virtually everyone in Europe owns a mobile phone, so what better way to ensure your brand is seen by your target market than to brand a promotional mobile phone accessory which travels everywhere with it's owner. There is a huge variety of accessories that the recipient can use to personalise their phone and, unlike other promotional items, phone accessories are seen over and over again by peers. Anokimobi has designed and produced everything from exclusive high-end phone charms through to flashing straps and lanyards for the younger market and always take an original approach to a brief to give it a unique twist."

The trend for 'Mobile Enhancement' and 'Self-Expression' has seen many innovative products coming online from the functional to the purely decorative. The increasing desire of customers to personalize their handsets is sure to see continued growth of this sector in parallel with the mobile phone market as more and more of us buy into the mobile revolution.

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Caroline Morris
Anokimobi Ltd
+44 (0) 1273 606079
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