An 'Incredible' Marketing Ploy

The Incredibles has broken into the top 50 all-time-domestic blockbusters.

But what's also incredible is the way its creators have marketed the film over mobile devices, with two dozen wallpaper graphics, two new video games and three dozen custom-made ring tones.

Businesses are discovering that the mobile format is a great way to reach young consumers, so willing and able to spend serious money over the phone.

By the end of this year, half of all children between the age of 11 or 17 will have their own phone. In addition, kids use more minutes on their cell plans and spend freely on premium, paid services. All told, users under the age of 18 probably account for as much as a quarter of the $100 million a year cellular service market.

Major record companies are also exploring the possibilities of mobile youth to promote bands and even sell more music.

Particularly important to them is the ring tone market. Kids pay around $1.99 a pop for downloadable ring tones of their favorite songs--a market that could hit $1 billion in U.S. sales by 2008.

Ironically, these are the same kids who have stopped buying CDs, and who balk at logging onto the paid-download music services. Creating mobile content may be the only way record companies can squeeze revenue out of young consumers.

"The kids are snapping up these ring tones," says Ross Rubin, director of industry analysis for market research provider NPD Techworld. "They'll spend $2 for a ring tone when they would rather comb the file-sharing networks for hours rather than pay for a 99-cent single."
(via Forbes)

Regine | 7:22 AM | News, Buzz |
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