GEICO?s rollout of Quick Messaging, a text-based, in-app messaging function that allows mobile users to speak directly with GEICO in real-time from their smartphones or tablets, points to mobile?s ability to deliver important information in consumers? moments of need, a mainstay of the crisis-driven insurance vertical.

Quick Messaging lets mobile users get a fast response from a GEICO counselor while also alerting customers via push notification when a response has been received, eliminating the need to wait for a reply or seek an inquiry via the telephone. The service points to the value of mobile in reaching on-the-go consumers in industries where speed often is a priority.

"The days of requesting a quote and waiting for a letter or call back are over forever,? said Jeff Hasen, founder and CEO of Gotta Mobilize, Seattle. ?To be competitive and to win, brands need to respond quickly.?

GEICO, whose parent, Omaha-based investment firm Berkshire Hathaway Inc., is owned by billionaire investor Warren Buffett, did not respond to press inquiries.

The messaging system allows mobile customers to start a digital conversation in one self-service channel, such as a mobile app, and pick up that same conversation hours later in another channel, for instance, a tablet app. 

The new features give customers control of the interaction so they can continue with their day-to-day activities instead of being held captive waiting for information, the hallmark of the mobile mind-shift.

The updated version of the GEICO mobile app is available on iTunes for the iPhone, and in the Android Play Store for Android smartphones. 

GEICO, or the Government Employees Insurance Company, is a member of the Berkshire Hathaway family of companies and is the second-largest private passenger auto insurance company in the United States.

The company has moved steadily into the mobile era. Last week, it ramped up awareness of its recently updated mobile application by offering consumers valuable tips and information to kick off National Hurricane Preparedness Week, reflecting mobile's growing role for disaster preparedness and relief information.

 

Last year, the company, known for its low-cost automobile insurance, unveiled changes to its mobile app designed to make access to its services easier and more personal, including features previously available only on desktop.

The redesigned app ? supported by Apple devices ? allowed customers to look at their policies, change coverage, view digital ID cards, pay bills, replace or remove a vehicle, submit claims and request glass repairs.

 

It reflected how insurers are stepping up efforts to meet customers? demand for instant access to services, especially during accidents.

?This is nothing but a win for the consumer who can ask for quotes from multiple entities and play one off another,? Mr. Hasen said. ?Mobile has only accelerated this trend."