Lyris Inc. has launched Lyris HQ Mobile, an SMS texting service to help marketers engage their on-the-go prospects and customers.

Lyris HQ Mobile is designed to let marketers send timely, relevant and targeted text communications to opt-in audiences. The addition of text to Lyris' suite of services, which includes email and Web anaytics, is in response to the growing opportunity for marketers to engage with opted-in, targeted mobile consumers.

"We see mobile, specifically SMS, emerging as a huge growth area," said J.D. Peterson, director of products at Lyris, Emeryville, CA.

"We've also seen a significant interest from our advertiser base and prospects," he said. "We see it as an additional channel to the Lyris platform."

Lyris has partnered with mobile marketing firm Air2Web to offer the Lyris HQ Mobile service.

Lyris is an online marketing service provider that helps marketers by delivering a mix of technology and industry knowledge to help with promotional efforts and to optimize campaign ROI.

Marketing channels continue to expand and marketers need to take full advantage of consumers' busy and active lifestyles, according to Lyris.

According to the Mobile Marketing Association's "Annual Mobile Attitude and Usage Study," one in four mobile subscribers in the United States and Western Europe expressed either strong or moderate interest in mobile marketing efforts.

JupiterResearch, a Forrester Research company, predicts that by 2013, there will be 271 million U.S. wireless subscribers, and of those, 201 million will be SMS users.

Lyris HQ Mobile allows marketers to broaden engagement with prospects and customers, reaching them wherever they spend their time.

In a Forrester report, vice president and senior analyst David Daniels wrote, "Marketers must consider the impact of emerging communication channels and of increasing favorability of text messages on specific demographic segments."

"Lyris HQ Mobile primarily targets small- to mid-sized businesses that are looking to get into or have already established mobile marketing programs," Mr. Daniels said.

With today's mobile consumer, online marketers have to support and track campaigns with both online and mobile elements.

Lyris HQ Mobile allows users to sign up for SMS messages via text message or by completing an opt-in form.

The service handles all opt-in requirements of mobile carriers and provides reports back to marketers in real-time so they are aware of what is working and what needs tweaking.

Query and reporting capabilities within the service provide marketers with insight such as the status of a message, individual response rates and return of messages sent to bad numbers.

Additionally, a double opt-in process is enforced as required by wireless carriers.

"I think that, ultimately, we are in the business of helping clients best reach their end-target in a multichannel world," Mr. Peterson said. "Definitely we do have strength in email but we see our real strength in helping reach prospects in the most timely and relevant manner.

"Our underlying foundation in email makes SMS a natural extension of that," he said.

Mickey Alam Khan reported.