MEC, FreeCharge unveil Smart Messaging platform

The idea is to reach customers with branded content on their mobile phones.

In order to reach out to the consumers' mobile phones directly, MEC, a GroupM media agency, and FreeCharge have harnessed a new 'Smart Messaging Platform'. The idea is to reach customers with branded high quality, rich media content such as Videos, Images, Audio Clips more directly, rather than having to push links.

The Smart messaging platform, commonly known in the Tech world as 'MMS+ Technology' merely requires the consumer to have a data-enabled Mobile Phone (both Smart Phones and Feature Phones are targeted for this new platform).

'Smart Messaging Platform' works across all platforms - iOS, Android and Windows and does not require users to download any application to support it.

For the very first time 1,00,000 consumers across, Mumbai, Bangalore and Pune will receive a message, which will play the FreeCharge video directly without requiring the consumer to click on a link, the company said in a press statement.

Sidhraj Shah, national director, activation, MEC, says, "The MMS+ technology offers hyper-personalisation opportunities including tracking consumer reaction to the call for action, which is not possible with the current SMS platform. At MEC we are constantly scouting to offer new experiences and technologies for our clients, to engage with their customers. With 'Smart Messaging platform' we have only scratched the surface."

For the record, in September 2014, FreeCharge named MEC as its media agency.