Zoove Launches National Mobile Dial Code Registry, Ready To Take On Mobile Marketing

Zoove, the provider of branded “dial codes” — which aim to go above and beyond short codes in terms of technology and marketing potential — today announced the launch of the “National Mobile Dial Code Registry” and the general availability of StarStar Codes for brands and trademark holders. StarStar Codes are branded mobile phone numbers …   Read More

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Zoove, the provider of branded “dial codes” — which aim to go above and beyond short codes in terms of technology and marketing potential — today announced the launch of the “National Mobile Dial Code Registry” and the general availability of StarStar Codes for brands and trademark holders.

StarStar Codes are branded mobile phone numbers that begin with “**,” such as “**BRAND,” and act much like short codes in terms of functionality, but aren’t limited to five digits.  With StarStar Codes, marketers can then interact with the consumer via content delivered to their phone such as a coupon, web page, picture or video, text message or application.  Callers can also be connected directly with a call center or IVR system, and many of these responses can be delivered in combination.  For example, callers can be greeted with a custom voice message and then sent to a web page on their phone to view product information, contact sales or request more information.

The company has already been leasing StarStar Codes to early adopters, and has even signed with Verizon to integrate its technology for mobile marketing campaigns.  With the launch of its registry, StarStar codes are now ready for prime time.  “As people are increasingly using mobile phones to find out about upcoming arts events, music shows or even to decide where to go next during a night out, being able to connect with consumers using a mobile phone is an increasingly important capability,” said Marci Weisler, Digital Business Director of Time Out North America. “Through our unique StarStar Code, **TONY, Zoove gives our users a really simple way to access and download our mobile application without searching and seeking, in a streamlined way. Quick access is important if the user needs information immediately to decide where to go. While other technologies have attempted to close this loop, Zoove’s StarStar Dialing is the first that allows us to secure easy to remember, branded Mobile Dial Codes.”

Through its national mobile dial code registry, brands can now secure the two- to twelve-digit number combination that best represents their brand.  The provisioning time is said to be 10 business days, which is far less than short codes, and many desirable codes should still be available, though they’re sure to go fast given it’s first come, first serve.  Whether you agree with the technology’s long-term viability, it’s probably a good idea to go ahead and secure your brand’s StarStar code.  Early adopters have already shown huge success in using the platform for marketing potential, so it should be interesting to see what happens now that the registry is alive and kicking.

“Officially launching the National Mobile Dial Code Registry marks the introduction of our full range of services to brands and marketers,” said Tim Jemison, CEO of Zoove. “The value of a ubiquitous marketing platform that not only solicits a direct response from a consumer, but is also easy to remember and branded, is unlimited. We’ve had a great response from our preliminary testers and are excited to take these capabilities to the larger marketing community to fulfill the need for a branded direct response mobile marketing solution for their integrated campaigns.”

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6 comments

  1. Giff Gfroerer, i2SMS

    Pretty pricey, then. This means the only real advantage is a quick provisioning cycle.

    Which brings up the next question. How are the carriers going to police the **codes for spam, illegal content, adult content going to minors, alcohol, protection of the consumer, etc? Seems like the only advantage to the **codes is the quick provisioning. Take that away and the **codes could be loaded with headaches most advertisers will want to avoid…

  2. Giff Gfroerer, i2SMS

    Short codes have been able to deliver all of the above benefits, and more, for the last ten years. It is just that certain short code companies don't know how to do these elementary functions. One can easily have "content delivered to their phone such as a coupon, web page, picture or video, text message or application. Callers can also be connected directly with a call center or IVR system, and many of these responses can be delivered in combination." However…

    Short codes can not be approved in 10 days. The current 10 week approval process, while you pay Nuestar for the code, is ludicrous.

    How much is the monthly lease for a ** code? There is nothing on their site about this. Vanity Short codes cost $1,000 month, as charged by the CTIA and Nuestar, which is just plain highway robbery. They are begging some technology like **codes to replace them.

    What is the per message cost? I assume it is zero as this is a call. Per message rates for short codes kill 20 out of 21 deals as folks are used to email rates and are terrified of the possibility of having over a million responses to a campaign, albeit that would be a good thing. But the potential charge kills the deal.

    The CTIA and NeuStar had better wake up to more realistic pricing models or technologies like this are going to put them right out of business.

    1. JustinMMW

      Hi Giff- Zoove charges $10,000 per year to register a StarStar code, with no messaging cost (I think), which is better than short codes, but not nearly cheap enough to give Neustar a solid run for their money. Sooner or later Neustar will have to rethink their strategy, whether Zoove will be a driving force or not.

    2. JustinMMW

      Giff- It looks like I spoke to soon…Zoove does charge messaging fees;

      "The company also imposes a minimum monthly service plan for running campaigns in which ads are charged on a "cost-per-dial" basis. Basic responses via SMS or Web pages start at 10 cents per dial, while those that include images, audio or video, or voice interaction may cost more."

  3. Eydie

    Compare this to the process of traditional short code provisioning! http://www.mobilemarketingwatch.com/short-code-pr

    One question: To spell out the name of the brand do people have to use a traditional phone keypad (such that the word "brand" would be "27263")? Or can they use a QWERTY keyboard to spell it? Because the proliferation of QWERTY phones, I believe, was making vanity short codes increasingly more obsolete…

    1. JustinMMW

      Excellent point Eydie- I think they have to be "dialed," which would negate the use of QWERTY input altogether, this is definitely something Zoove will have to think about

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