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Heineken, NeoMedia, Apigee ? News briefs

Heineken chose Life in Mobile to power mobile campaign
Heineken is rolling outs its Summer Voyage mobile campaign and has tapped Life in Mobile to help execute it.

Through the campaign, consumers are encouraged to text the keyword Summer to the short code 88500.

Via the campaign, consumers vie for a trip for two to a Heineken-sponsored event.

There will be nine winners in total.

In addition to Heineken, Life in Mobile also works with Nestle and Forbes.

NeoMedia grants Microsoft license to mobile bar code patents
NeoMedia Technologies has granted Microsoft the rights to license its patent portfolio.

The company?s portfolio consists of more than 74 patents awarded and pending worldwide.

The news is further proof that mobile bar codes are increasingly gaining momentum.

The technology is becoming a key fixture in the mobile marketing mix.

57pc of app users consider purchasing holiday gifts via mobile: Apigee
The holiday season is just around the corner and Apigee ran a survey that centered around mobile consumers and holiday retailers.

The study found that 82 percent of consumers said that they would benefits to buying holiday gifts via mobile.

Fifty-four percent of consumers warn retailers of the consequences when they do not have a mobile application.

Additionally, a top concern for 30 percent of users surveyed is that they could waste a trip to the store.