Why USSD will revolutionise mobile marketing

It is the pre-paid market segment (ranging from LSM 3-9) that has adopted this channel, using it daily to perform any number of mobile tasks. However, to unlock the full marketing potential of the cellphone, it is the marketer who should be investigating and taking advantage of the value the USSD channel has to offer.

Furthermore, it is the marketer’s job to establish how to use mobile in a way that best meets their target-markets current usage habits… yet another reason they should be considering the broader value opportunities USSD has to offer over and above the text sms solutions. 

Some relevant facts that should see USSD become a household term in the next year:

• Unlike WAP, USSD works on all handsets regardless of the age of the handset
• USSD is more cost effective than text SMS at 20cents/20 seconds for USSD usage
• USSD provides a menu system which makes customer data collection and interaction cheaper for both parties
• USSD can be used in conjunction with text sms where the request might be made via USSD, but the response comes back via text (this could be for keepsake/reference value).

One of the areas in which USSD has already taken off is the competition area of mobile marketing (also referred to as text & win). Instead of texting the word 'Coke' to a short code in order to be entered into a competition, the mobile user can simply dial *120*1234#, saving the consumer an average of R1.30 per entry when compared to the standard R1.50 short code option. This serves both the brand owner and consumer in terms that work for both parties, ie Coke gets the entrant to the competition, and the consumer only gets charged 20 cents for entering. 

The truly exciting area which USSD is going to represent is the ability to capture data both cost effectively and efficiently via the menu-based system. This allows consumers to answer questions, provide information, and direct brands and businesses regarding communication preferences. Try this example on your phone now to get an idea of the value the of the survey type product which USSD offers: dial *120*33009*007# (then push dial/green button on your phone).

The world of mobile marketing is set to get a good push from the USSD channel as it comes into mainstream usage in the South African market. Keep a lookout for developments in the next few months.

Chris Rolfe

CEO, Mobilitrix