A new version of Tetherball's sticker-based mobile marketing service, currently on test at Dairy Queen in the US, has been released. The new version of the company's Mobiquitous platform includes a number of enhancements to the level of analytics data available.

“Brands continue to test the mobile marketing waters, however, in this economic climate it’s difficult to justify the marketing spend on mobile without having the ability to truly measure its effectiveness,” says Jay Highley, President and COO of Tetherball. “Many mobile marketing solutions providers tout the effectiveness of mobile marketing, however, few, if any, can actually provide the detailed analyses to determine if mobile marketing really works. We’ve developed a robust solution that gives mobile marketers what they need to measure with pinpoint accuracy the results of their mobile marketing programs.”

Mobiquitous 2.0 provides detailed reporting at specific campaign level, geographic level or even for a specific time of day and provides clients with a real time window that can be used to make adjustments in real time and, therefore, leverage the real time nature of mobile marketing.

“We don’t believe there is any other provider in the marketplace today that offers this level of reporting and program support," Highley added. "What’s more, combining the power of Mobiquitous 2.0 with our unique RFID-based technology, which provides delivery of offers via SMS and redemptions via in-store POS terminals, eliminates fraud and allows our clients to measure performance via real time validation. Our clients are recognizing phenomenal results – program redemption rates of up to 50% − versus 1%-2% with online and traditional paper coupons. And, just as important, they’re able to justify their mobile marketing spend to C-level decision makers, which, in this economy, isn’t always an easy task. Brands should be looking to mobile partners that have demonstrated the ability to deliver mobile marketing programs that can be measured and tracked in real time.”

According to the official announcement:

MoLo Rewards' technology, protected by an already issued US patent, allows consumers to interact with the point of sale (POS) and redeem within seconds every valid and applicable coupon within their "mobile wallet" with a single tap of the device at a contactless reader installed at the POS. The MoLo Rewards system automatically determines based on the consumer, store, and purchases, what coupons are valid and pushes the relevant coupons to the retailer. Once the transaction is complete, MoLo Rewards issues loyalty rewards which accrue allowing for the end user to obtain various goods and or services. Throughout the entire process, MoLo Rewards is able to track consumers creating a database that provides targeted coupons and other incentives specific to each consumer based on their shopping habits and location.

http://www.molorewards.com/

Starbucks has launched a new 2D barcode-based app that lets users make payments with their iPhone at 16 stores in the Seattle and Silicon Valley areas using a mobile version of their Starbucks Card. More at ReadWriteWeb.