M Cashback upbeat about China market

Through the use of technology that allows mobile phones and retailer point-of-sale (POS) systems to "talk to each other," M Cashback can provide wireless carriers, retailers and suppliers with vital information regarding consumers' buying habits.

The same technology also offers consumers a more exciting and rewarding shopping experience. The M system permits consumers to move away from boring price-off promotions and instead avail of incentives or reward programs offered directly by retailers or suppliers in the form of a mobile top up or mobile product.

Mobile phone based incentives tell retailers, suppliers and telcos who is buying what, when, where and how. They enable international and domestic retailers and suppliers to develop personal communication with consumers through direct mobile marketing tailored to individual needs rather than spend on huge expensive advertising campaigns.

"The whole concept is based on enabling a consumer to benefit immediately using the normal selling process," explains Telecommunications Director Paddy Doyle.

With consumers and retailers quickly adopting the technology in other Asian markets like Indonesia, Thailand, Malaysia and the Philippines, M Cashback is optimistic about the opportunities that exist in China.

Doyle believes applications for M technology are extensive and will make a substantial difference to peoples' lifestyles in China.

M Cashback is encouraging the greater use of mobile phones in China's rural communities with its top up and rewards program and its domestic and international money transfer capabilities. These capabilities have recently been reinforced by its partnership with Standard Chartered Bank, thus providing significant backing to the deployment of its portfolio of financial products.

www.m-ontheweb.com

(China Daily 08/28/2007 page17)