Tetherball has updated its Mobiquitous technology to give marketers further analysis of their mobile loyalty programs and response to other mobile initiatives.

Mobiquitous 2.0 is a Web-based reporting tool for mobile marketers that provides real-time detailed campaign reporting. The software gives insight into mobile loyalty program performance from redemption rates and opt-ins to specific campaign results.

?Mobiquitous 2.0 gives clients and brands the ability to make a direct one-to-one connection to their customer base and begin to market to them at a much more relevant and intimate way,? said Jay Highley, president and chief operating officer of Tetherball, Carmel, IN.

Tetherball is a mobile marketing applications service provider. It offers brands the ability to target audiences through their mobile devices and provides real-time analytics and reporting on program performance and redemption.

Tetherball?s radio-frequency identification service integrates marketing methods such as in-store advertising and allows customers to sign up for mobile loyalty rewards programs.

After joining, customers are given a Tetherball Tag, a tiny RFID chip that is placed on their mobile phone. It identifies them through Tetherball?s technology platform.

Clients are then able to send offers to their customers via standard text messaging and these offers are redeemed electronically using existing in-store RFID terminals or stand-alone kiosks.

Mobiquitous 2.0 provides detailed reporting at several levels: a specific campaign level, a geographic level or at a specific time of day. Mr. Highley said Mobiquitous is flexible for on-the-fly reporting to deliver visibility and analytics around specific program performance.

Marketers can see how a consumer is responding, whether it is favorably or negatively, and quickly change tactics on a one-on-one basis with that specific consumer.

For example, Hot Box Pizza turned to Tetherball in its second attempt at a mobile loyalty program and got better results.

Tetherball renovated the initial "BoxStar" mobile marketing campaign with hopes of yielding fresh interactions without losing the original HotBox style. HotBox saw a redemption rate of 24 percent on the first opt-in offer before a 10 percent redemption rate on offers to follow (see story).

RFID tag mobile marketing is not something new. A lot of brands have tried it.

In June, Dairy Queen started running a mobile rewards loyalty program using RFID tags to send coupons and offers to consumers' handsets.

The quick-serve restaurant giant tapped near-field-communications specialist Vivotech Inc. and Tetherball's new RFID-based mobile marketing platform to deliver targeted offers to mobile consumers.

The RFID service asks consumers to opt-in at the point of sale and Dairy Queen markets the program with in-store signage encouraging consumers to join the DQ mobile rewards program (see story).

Mr. Highley said Tetherball?s clients are seeing program redemption rates of up to 50 percent.

?I think mobile is the of the most successful channel for loyalty programs because it gives brands the ability to connect on a real-time basis and communicate with their customers in an intimate way because the mobile device is with them everywhere and all the time,? Mr. Highley said.