Mobext, the mobile marketing division of  Havas Media has launched Simplified Automated Messaging (SAM), a text-messaging service, which according to the company, will make it easier for clients to run messaging campaigns across multiple markets globally, reports Mediapost.

SAM connects local country messaging aggregators and enables agencies to launch multi-country campaigns simultaneously. Apart from that, the platform claims to include features such as the ability to send personalized, highly targeted SMS to an opt-in mobile database and power two-way text campaigns including polling, voting, contests and coupons. Mobext uses a web based platform to serve marketing messages. However, it would have to comply with the SMS Spam regulations enforced by the telecom regulator, TRAI, in India.

Currently, SAM is available in  Philippines, India and Argentina. Mobext  plans to launch SAM in Brazil, Mexico, Colombia, Chile, UK, Poland, Portugal, Spain, France, the U.S., Canada, Indonesia, China and Singapore by this year end. It is not clear as to which Mobext clients are already using this service in the countries where SAM is available. MPG, the International media services group, run by Havas Media had launched Mobext in India, last year.

Mobext offers mobile marketing solutions including, services like SMS, mobile downloads, image recognition, WAP consulting and development, Mobile display, Mobile search and video, apps,  and proximity based services such as LBS, mapping and navigation to its clients. It also plans to offer reporting and analytics, within Havas Digital’s campaign management system through Artemis. Mobext’s current clients include brands like Nike, Coca Cola, BBC, Dell, McDonalds, Volvo, TIM, Peugeot, Kaspersky, Barclays, Pizza Hut, Orange, among others.

Other players

Mobile VAS players in India seem to have taken a hit thanks to the new TRAI guidelines. In fact, leading players such as Rediff are already scaling down and exiting the SMS based marketing business. The mobile marketing space include OnMobile and Madison’s mobile marketing JV – Kabuza Marketing, One97 and NetworkPlay’s JV and Affle.