Monthly Archives: May 2011

Just another blog from L.A.

Actually, I’m not in Los Angeles at all but Zappa fans will get the reference. Anyway, as it has become obvious I need an outlet for my musings on the mobile phone scene, I’ve kickstarted a WordPress blog here reading

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Auto gamification from Upstream

The buzzword ‘gamification’ has only sprung up recently. It refers to the practice of grafting gaming techniques onto mobile marketing campaigns. In truth, this practice is nothing new – as Guy Krief, vp for innovation with Upstream, admitted to Tonethefone. What is new is that his company has managed to automate the process by creating an intelligent gamification ‘engine’ which works in real time. The result is that a mobile campaign can respond dynamically to fit potential rewards to a user’s profile. Naturally, Upstream claims dramatic improvements in responses from participants for its clients – who are mostly mobile network operators. Continue reading

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