April 29, 2007

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Mobile Persuasion: Perspectives on the Future of Influence

Irvine, California, April 26, 2007Mobile Persuasion, Mobile Marketing and Mobile Technology are several terms that marketers and indeed many industries will need to come to grips with rapidly as the world of advertising, media fragmentation and Web 2.0 changes before their very eyes. Consumer needs, demands and the way society lives have created an entire new platform for reaching today’s time-challenged and engaged consumers – the mobile way.

No longer simply a vehicle for sending and receiving calls and text messages, mobile technology is set to encompass the way people live – affecting everything from healthcare, social networking, activism and entertainment to spending and commerce.  Pioneers in mobile marketing, Irvine, California-based SmartReply has just signed off on its first publishing venture with <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />Stanford University’s Persuasion Technology Lab to document the future of mobile technology. The result is a first-ever book covering this emerging trend, which promises to change the way people interact with retailers, organizations and communities.  Entitled Mobile Persuasion: Perspectives on the Future of Influence, the book includes an in-depth look at mobile marketing in tandem with consumer-controlled marketing, written by SmartReply’s president, Eric Holmen.

Holmen was selected by Stanford University as a contributing author for Mobile Persuasion after being chosen to speak at the university’s Mobile Persuasion conference earlier in the year. 

As the first book written about the immediate future of mobile marketing and mobile technology, Mobile Persuasion covers a lot of unchartered territory. With the full capabilities of mobile marketing and the plethora of its applications yet to be adopted or even fully grasped by many brand owners and marketers, Holmen’s contribution is an enlightening and educating read. In his chapter entitled “The Four Pillars of a Successful Mobile Marketing Vision”, Holmen sets out to explain in straightforward terms the future and many possibilities of mobile marketing, and the subsequent impact not only in terms of traditional marketing, i.e., selling products to customers, but also the social interaction and networking capabilities.

Mobile marketing promises to be the catalyst that makes customer communication real-time, anywhere, economical and engaging. At the same time, marketers need to be thoughtful and avoid the errors of previous new mediums,” says Holmen. “Over the next few years, we’re going to see a measurable impact to the way marketers relate to consumers, following the trajectory of customer controlled and permission marketing. Dr. BJ Fogg, Ph.d. of Stanford’s Mobile Persuasion Lab has taken the promise of the mobile phone’s impact very seriously, and it’s both an honor and a privilege to be part of this publication with Stanford University, and for being regarded as a pioneer and expert on this emerging trend.”

SmartReply is one of several leaders in mobile technology who have contributed to the book, which is due for release by Stanford University’s publisher at the end of April 2007.

For media inquiries, please contact Vanessa Horwell at 786.206.7883 or [email protected].

About SmartReply
SmartReply's voice and mobile messaging solutions have created breakthrough-marketing results for leading retailers throughout the United States and Canada. As the only voice and mobile messaging company dedicated to meeting the unique marketing challenges and objectives of retail executives, SmartReply's clients now have the proven ability to increase store traffic, lower marketing cost and strengthen brand affinity. Because of this, SmartReply is the provider of choice for more than 80 major regional and national retailers. Headquartered in Irvine, California, more information for partners and clients can be found at or by calling (800)-785-6769.

Press Contact

Vanessa Horwell
Strategic Vantage for SmartReply
[email protected]