The competition, which runs across the entire Heart Radio network, comprising 21 local radio stations and 9.2 million weekly listeners, asks the public to dial in to guess the correct identity of three celebrity voices. Guessing one celebrity correctly wins £10K, two celebrities wins £20K and guess all three for £100,000.
Entry to the competition, which is run via the Fonix messaging and payments platform, is conducted using mobile voice shortcodes. Whilst also more memorable the use of voice shortcodes brings price clarity to the competition because its 50p entry fee is the total amount deducted from the users phone bill.
Prior to Ofcom’s Non-Geographic Number Review it was common practice to use longer numbers that bundled the access and service charge together, resulting in differing charges depending on the network operator and confusion for consumers.
Whilst the operator out-payment structure (to the mobile operator, the technical service provider and Global Radio) is weighted differently to long-number alternatives, consumers evidently prefer the simplicity and bill clarity of mobile voice shortcodes. Moving away from the 09 long-number alternative has seen the “Who’s On Heart” call volumes increase dramatically in its early stages and that figure is expected to grow exponentially as the competition plays out over the coming months.
Equally important is that each interaction gives Heart Radio the opportunity to re-connect with competition entrants for CRM purposes and further mobile marketing messages such as new competition launches or other radio promotions.
This is all good news for the Telemedia industry which will gather at its annual trade event – World Telemedia – on the 18-20 October in Marbella. Whilst the PRS / PSMS industry has often had a strained relationship with the media, evidence suggests that consumers like these services as long as there’s trust in the process and clarity in the pricing.
The use of direct operator billing and other mobile payment services also increases conversion rates and this will be a clear conference message to merchants, content owners, media groups, affiliates and advertisers.
For more information on conference topics at World Telemedia such as:
- “Safe Traffic” at the “Right Price”
- VAS & Content Profiles
- Creating VAS from WhatsApp (OTT)
- Monetising WhatsApp (OTT Messaging)
- Ad Networks – Managing PRS Affiliates
- Advertising Compliance
- Understanding Ad-Blocking
- Introduction to Programmatic Advertising
- Consumer Rights, Acquisition & Data
- Carrier Billing & Mobile Money
- Alternative Payments & Wallets
- PPP Code Updates & Actions
- VAS Flows & Age Verification
- Making VAS work for MNOs
And if you’d like a to contact Fonix call 0208 114 7000 or email firstname.lastname@example.org OR better still meet the them in Marbella at World Telemedia 2016 on the 18-20 October.