Advertisers such as Procter & Gamble, Gatorade, Ford Motor Co. and Ace Hardware are running on-deck idle-screen advertising with carrier MetroPCS.

MetroPCS has launched MyExtras, a free informational service for MetroPCS customer that includes idle-screen advertising and discount offers from retailers, becoming the first carrier in the U.S. to launch idle-screen customer relationship management services for its subscribers. MetroPCS tapped Mobile Posse?s newly launched MobiCRM idle-screen platform for wireless carriers.

"Our objective behind launching MyExtras was to provide an improved way to communicate directly with our customers about the latest offers and services so that get the most out of their MetroPCS service,? said Tom Keys, chief operating officer of MetroPCS, Richardson, TX.

?With MyExtras, MetroPCS delivers updates on coverage, awareness of services, and other important carrier announcements and provide helpful information to MetroPCS subscribers on a regular basis," he said.

MetroPCS Communications Inc. is a provider of CDMA wireless telecommunications services with about 6.3 million customers, making it the fifth-largest carrier in the United States.

Mobile Posse Inc. is a provider of mobile marketing and CRM services focusing on the mobile idle screen.

Mobile Posse claims to be the first company to commercially launch graphically rich and interactive idle-screen programming in North America.

Advertising and customer relationship management
MobiCRM enables carriers to reach their customers with graphical and interactive messages on the most-viewed real estate on the mobile phone?the idle screen.

The platform lets carriers leverage largely unused idle-screen inventory for ongoing customer communications.

Procter & Gamble, Gatorade, Ford and Ace Hardware and several direct marketers such as online education institutes are among the advertisers currently running active idle-screen campaigns on-deck with MetroPCS.

MobiCRM activates the mobile idle screen, letting service providers deliver idle-screen messages throughout the customer lifecycle.

Mobile Posse?s CRM platform is designed to support all aspects of the customer experience, from initial customer education to ongoing customer service and support.

For example, the platform can be used to educate users about new products and features, to seek customer feedback about their wireless service or to remind users of an upcoming event such as a payment due date.

In addition, the platform supports a range of integrated call-to-actions?including click-to-call, click-to-WAP/Web and click-to-SMS?which serve to maximize and streamline customer response.

By design, messages are only delivered to the customer?s mobile phone when not in use, with the goal of making the ads non-intrusive to the user experience. 

MetroPCS MyExtras also delivers carrier announcements?house ads?and information to MetroPCS subscribers.

New customers are welcomed with an introduction to their wireless service. MyExtras also educates users about their current rate plan, offers tutorials about advanced wireless services and provides answers to frequently-asked questions.

MetroPCS subscribers can choose to receive optional content messages such as weather forecasts, local gas prices and sports scores, along with occasional offers from local and national retailers.

MyExtras is pre-loaded on new MetroPCS phones and is available to current MetroPCS customers as a downloadable application from the BREW catalog on their mobile phone.

There is no cost for end-users to download or use the MyExtras application.

The platform lets carriers manage the customer interaction that occurs through the active idle screen.

As a white-labeled service, MobiCRM is customized for each carrier with unique features and programming.

Comprehensive reporting and analytics provides the carrier with detailed, transaction-level information and actionable insights into customer data.

Carriers can further customize their experience by deploying optional content and advertising messages alongside subscriber-focused CRM messages.

Subscribers opt-in to receive free mobile content and advertiser offers, providing additional value for consumers and an incremental advertising-based revenue stream for carriers.

"Mobile Posse has created an active idle-screen delivery platform, MobiCRM, that is a turnkey solution which enables operators to seamlessly and cost-effectively extend their CRM initiatives directly on the handset in the most efficient manner,? said Jon Jackson, founder/CEO of Mobile Posse, McLean, VA.

?With proactive, engaging and timely idle-screen messaging, carriers can further differentiate their service offering and bring additional value to their wireless subscribers,? he said. ?This is paramount as the U.S. wireless market approaches complete saturation.

?White-labeled by the carrier, MobiCRM can be deployed across device platforms to create a consistent customer experience, promote awareness and use of carrier products and services, and drive long-term customer loyalty."