NBC Universal is enabling interactive survey features on its Olympics WAP site.

NBC has tapped MobileVerbs' mobile on-demand platform to let visitors to its Olympics WAP site click on a banner which links them to an active poll or survey. NBC's research team will then gain immediate access to users survey results and visitor feedback in real-time via a hosted dashboard.

"With NBC we have put together a mobile service for the NBC Olympic WAP site with which they can collect feedback and responses from the target audience," said Parmeet Chaddha, founder/CEO of MobileVerbs Inc., Freemont, CA. "We are using the platform to set up the serving capabilities.

"The results are being delivered in-real time so as people are giving in their results, the results are being immediately delivered to the market research team," he said.

The on-demand mobile marketing service from MobileVerbs will allow wireless market research capability on NBC's Olympics WAP site.

Due to this software, the NBC campaign response is reported to have significantly grown, which illuminates the benefits of using mobile marketing to reach target users.

Mr. Chaddah also said that the key element here is to quickly receive and deliver information to and from consumers.

"From the time NBC contacted us to set up this particular service capability, they were really looking for results to respond in real time, in order to track user responses. It took no more than two hours to set it all up," he said.

"For consumers it is having the ability to really get their feedback in terms of results and alerts, and how it will be useful," he said. "This way they get what they want, and NBC sees higher consumption."

The MobileVerbs platform is said to be unique because of its Situational Relevance Engine, which allows marketers to target their campaigns to wireless users' current context, so that the ads consumers receive are relevant to their current situation.

In addition, the service provides analytics and campaign performance results in real-time. All campaigns and interactive mobile programs are setup within hours from a hosted campaign management tool, without any programming or codes necessary. The campaigns are delivered via email, SMS, MMS, WAP or Web.

MobileVerbs' mobile marketing services cater to various media markets such as digital marketing agencies, direct marketers, media brands, and youth-focused retail brands.

"Obviously it's a very critical opportunity for us," Mr. Chaddah said. "We are a young company so this is a huge proposition.

"We will be enabling NBC to deliver highly interactive mobile campaigns, set up in literally hours," he said. "The way we position our company is a one stop shop mobile platform, so whatever kind of service you are, our platform really supports the entire lifestyle of mobile."