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Urban Airship Unveils Strategy to Address Growing Mandate for Mobile Relationship Management

PORTLAND, OR--(Marketwire - Mar 7, 2013) - Building off of its global leadership in mobile push messaging, Urban Airship today detailed its expanded strategic focus on delivering Mobile Relationship Management (MRM) solutions that enable brands and marketers to earn and maintain a presence on their customers' mobile devices. More than a new category of technology solutions, MRM signals a massive shift from businesses' traditional focus on paid media and interruption-based marketing tactics towards owned media such as apps and digital wallet initiatives that create a directly addressable audience by putting the customer in control. Businesses are navigating uncharted waters in delivering engaging, relevant and valuable experiences to earn mobile loyalty and the pressure to keep pace with customer adoption is massive. The new strategic services and solution enhancements unveiled by Urban Airship today promise to make the move to MRM easier and relationship-building initiatives more engaging and effective.

According to Forrester Research, "In 2013, the ultra-connected customer base will continue to grow at a staggering pace, destabilizing marketing as you've come to know it ... These customers demand personalized, relevant attention, designed around their needs and wants rather than around your marketing channels. If you don't change the way you think about engaging these customers, you will quickly lose relevance" (2013 Interactive Marketing Predictions, Forrester Research, Inc., 2/11/2013).

During the past year, Urban Airship has experienced incredible growth and made significant investments to accelerate its leadership position in offering a broad range of solutions -- from precision location-targeted push messaging to Apple® Passbook® management -- that enable brands to grow stronger relationships with mobile consumers and gain competitive advantage. As the company executes on its Mobile Relationship Management strategy, it will:

  • Add sophisticated business-user oriented capabilities to its cross-platform solutions with some key areas of focus including advanced analytics, location, marketing automation and expanded data integrations to extend marketing and CRM systems in the enterprise onto the consumers' mobile devices
  • Offer strategic professional services for customer engagement best practices and expert technical services married to customers' mobile launches for optimal results out-of-the-gate
  • Expand its ecosystem of strategic partners, technology platforms and agencies focused on solving businesses' core objectives in engaging customers, partners and employees

"With more mobile devices than people on the planet, it is critical that organizations move quickly into this new world by putting the consumer front-and-center," said Peter Roybal, head of mobile product management at ABC News Digital. "Mobile sets a high bar for relevancy, and long-term success depends on you handing controls to users and using everything you can including location, to serve and delight them."

In its first release with this expanded MRM charter, Urban Airship has completely redesigned its user interface to be optimized for business users and opened up access to rich performance and engagement data. The company has also launched consulting services including: "Flight Plan" implementation services to support customers from code review through to launch; strategic consulting to plan and optimize engagement strategies; and managed services for ongoing campaign execution. In parallel, the dashboard for its Apple Passbook management service -- PassTools -- was also refreshed for easier use by business users, who can design and issue passes in minutes.

"Having now sent 50 billion push messages and doubling our number of enterprise customers in 2012, we know what works and what doesn't in building stronger mobile relationships," said Scott Kveton, CEO and co-founder, Urban Airship. "With MRM we're expanding the value we bring to organizations through broader business-user-friendly solutions coupled with best practices services that will help unlock the value of customer data and keep their connected customers closer."

Companies seeking to gain advantage from these fundamental shifts driven by massive mobile adoption can checkout Urban Airship's video introduction to MRM or download the new pocket guide "Connect with the Connected: Winning with Mobile Relationship Management." Urban Airship is also hosting Mobile Saturday at SXSW where mobile innovators from some of the world's leading brands will share their experiences and insights.

About Urban Airship
Urban Airship enables brands to build relationships with their constantly connected customers through Mobile Relationship Management solutions that streamline delivering highly targeted, cross-platform mobile push messages and Apple Passbook passes. Billions of push messages and tens of thousands of passes are delivered each month, sparking exceptional consumer experiences, driving app engagement and increasing customer loyalty and lifetime value for leading brands such as CBS Interactive, Cinemagram, ESPN, Groupon, shopkick, Walgreens and Warner Bros. The company's solutions manage the end-to-end process of high-performance push messaging, location-targeted messaging and Passbook pass management. For more information, visit www.urbanairship.com and follow us on Twitter @urbanairship.