Ticking off Idle Screens

Ever heard of response-based segmentation? Super-cool, isn't it? You can group your customers depending on their actions... Israeli firm Celltick has now published the results of its first trial, an unnamed Brazilian operator. According to the press release, "the results demonstrate a 60% increase in the number of users responding to teasers on the idle screen, and an incredible 80% increase in the overall number of clicks-per-day since the service enhancement."

So... this means that 60% more users respond to things happening on their idle screens than normal. What happens normally? Nothing. So 60% more than what? Now, don't get me wrong: I find the concept pretty intriguing but the context is somewhat unfulfilling ("you're not doing anything. So I, the infamous MS paper clip, think you might want to play a game..."; not very likely).

The Celltick platform seems to have it all: "[it] is designed to provide mobile operators, content providers and advertisers with a mobile marketing media channel [...] that maximize response rates, customer retention and enhanced revenue opportunities. User profiling through RBS compliments LiveScreen Media’s existing segmentation capabilities which include location based broadcasting, handset segmentation and time-sensitive campaigns." How cool is that? Alas, no details are given... I would really, really, REALLY like to learn more substantative things about this but this turns out to being a relatively meaningless PR blurp. The fact that the "Brazilian operator" prefers to be unnamed doesn't really instil more confidence, does it?

Celltick: please provide us with some meat. Then you'll get good coverage here, too. And: EVERYONE would love a success story such as yours. Bring it on, guys!