Canada’s Broadplay Inc. Secures $500,000 Financing Signaling Growth for its SMS Mobile Marketing Solutions Business

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Private investors show confidence in SMS marketing as demand shifts from smart phone apps to text-based solutions that offer 100% market reach.

Mobile is fast becoming a mainstream ad media – and SMS is simply the best way to engage 100% of the audience

Broadplay Inc, a leading mobile marketing company announces that it has raised an additional half a million dollars in funding for its SMS-based marketing solutions from a number of independent Canadian investors. This funding coup comes as the Canadian market begins to dramatically shift demand from 3G (smart phone) applications exclusively to include SMS text-based marketing solutions, proven to offer 100% market penetration.

Broadplay managed to capture investor confidence through demonstrating the power of its text-based Mobile Marketing Intelligence (MMI) Platform in addressing some compelling new market penetration realities. Smart phone application-based marketing solutions, pegged as the future of mobile marketing, still have not achieved the audience reach that Canadian companies and advertisers seek. The SMS market, however, keeps growing rapidly, offering 100% penetration and capturing major brand interest with 3 billion text messages sent in Canada last September.

“When Broadplay emerged a few years ago, Bay Street advised us to go into” smart phone apps”, and only now are they are realizing that SMS has vast potential as well, “says Marcus Anderson, Broadplay’s president. “We followed our vision for SMS, knowing it can be read by ALL phones -- and have focused on building marketing programs that are entertaining and visually engaging while layering in all the glitz and glam of the smart phone experience.”

Broadplay harnesses SMS to deliver rich and dynamic marketing campaigns through simple text capable of reaching all cell phones. For this reason, they have begun to attract major brands such as Ford, Sutton Group and Carlson Marketing.

The use of text messaging has grown enormously from 25% of wireless users in 2006 to 44% in 2008. Picture-taking has gone from 15% to 38% and the use of multimedia messaging has increased from 3% to 13%. As well, usage of mobile advertising is skyrocketing. eMarketer projects that worldwide mobile ad spending will jump from US$2.7 billion in 2007 to US$19.1 billion in 2012.

“Mobile is fast becoming a mainstream ad media – and SMS is simply the best way to engage 100% of the audience, regardless of the cell phone or service they use.” says Anderson. We’re pleased that investors are showing faith in the real traction we are creating today for brands with our short code marketing techniques.”

SMS (Short Message Service) is one of the most common communications protocols in existence. Broadplay employs SMS as a trigger to lead the recipient to look at pictures, get links, hear sounds – or open web sites. When consumers engage with Broadplay’s platform, they get much more than simple text. Broadplay’s MMI platform has many rich media features that can be layered into the user’s experience. While the core functionality of the MMI platform allows companies to be able to interact with their customers’ mobile phones, the real value lies in generating mobile opt-ins and creating customer loyalty and engagement on a permission-based marketing model.


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