NEW YORK SUBWAY FRANCHISE TEAMS WITH MOBILELIME TO OFFER MOBILE COUPONS TO PREFERRED CUSTOMERS (MobileLime) | Mobile Marketing Association
August 2, 2006




NEW YORK SUBWAY FRANCHISE TEAMS WITH MOBILELIME TO OFFER MOBILE COUPONS TO PREFERRED CUSTOMERS


12 Locations in Buffalo New York Launch Mobile Alerts Club

BOSTON - AUGUST 1, 2006 - MobileLime(r), the first company to turn the mobile phone into a marketing, loyalty and payment device, today announced that 12 Subway(r) franchises owned by QSR Brands in Buffalo, New York are the first in the area to market to preferred customers in real-time by offering alerts and discount coupons via customers' cell phones.  The deployment of MobileLime's Mobile Alerts Club offers a consumer-centric model for the use of mobile phones to build one-to-one relationships with customers while increasing store traffic and boosting promotional response in the quick serve restaurant (QSR) arena.

With the Mobile Alerts Club, QSR Brands' customers will opt-in to the preferred program at the location(s) they frequent, allowing them to receive periodic coupons, last minute specials and event alerts directly on their cell phones.  For QSR Brands, the program automatically delivers a robust, accurate database of their frequent customer base, offering a better understanding of customer preferences and buying behaviors.

"The Mobile Alerts Club allows us to better understand our buyer's preferences and drive traffic by communicating with them in real-time," said Andrew Kamps, vice president of operations, QSR Brands.  "We are confident that this unique marketing channel will give us a considerable competitive advantage and move product with the greatest degree of planning flexibility.  We hope to significantly exceed the typical 2-3% promotion response rates we typically see when using traditional marketing channels."

"Mobile clubs are a solid marketing channel today which, when properly employed, enable merchants to create true one-to-one relationships with their customers while increasing response rates and, ultimately, sales," said Robert Wesley, president and CEO, MobileLime.  "We are excited to enter New York with a leading franchise like Subway that is always looking for a marketing edge.  The Subway Mobile Alerts Club launch further demonstrates the marketing opportunities MobileLime offers businesses of all types as we continue to expand nationwide."

Subway's Mobile Alerts Club is available today and free to consumers.  Consumers in the Buffalo area can sign up at any one of the 12 participating Subway locations or by sending a text message from their cell phone with the code "7299" (SBWY) to the number 35562.

About MobileLime(r)
MobileLime is the first U.S.-based company to turn the mobile phone into a marketing, loyalty and payment device, enabling merchants to build sales and loyalty in ways never before possible.

With MobileLime, consumers can use their mobile phones to personalize their shopping experience with valuable information and offers, take advantage of loyalty programs without carrying a card, and use their mobile phones as a quick and secure way to pay for purchases.  MobileLime enables merchants to create a true one-to-one relationship with their customers - reaching them through multiple channels with timely and targeted promotions when customers are most receptive.  Merchants can take advantage of cost-effective high-impact interactive cardless loyalty programs, and let customers pay with their mobile phones, speeding checkout and cutting costs by offering flexible payment options.

Recently awarded 1st place winner of the Wireless Emerging Technologies Award at CTIA WIRELESS 2006 for the Consumer Messaging Application (SMS/MMS) category and the 2005 Global Retail Technology Award for Best In-Store Innovation and the Innovation Award from the Global Mobile Marketing Association, MobileLime, a service of Vayusa, Inc., is privately held and based in the Boston area.  To learn more, please visit www.mobilelime.com.

Media Contact:
Melissa Dolan
Fusion PR
212-651-4236
[email protected]
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