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London 20 September 2001 – Leading mobile marketing and mobile software specialist room33, has been selected as the key provider of mobile technology for a mobile marketing test project run by Scotland on Sunday. The project commenced on Sunday 2 September 2001 and used two of the room33 Mobile Marketing applications to support the launch of ‘intoSport’ - Scotland on Sunday’s new monthly sports magazine.

Scotland on Sunday is a market leader among quality broadsheet newspapers in the UK and strives to provide its 292,000+ readers, (ABC Jan-June 2001), a publication at the cutting edge of the market, in both editorial and promotional terms. The companies reached an agreement under which Scotland on Sunday used the room33 m-sweepstake and room33 m-poll Mobile Marketing applications to promote the Scotland on Sunday new ‘intoSport’ publication. Both applications use SMS technology to enable Scotland on Sunday to offer its readers new and innovative channels through which to respond to in-paper promotions and to link promotions to editorial.

“We chose room33 technology following extensive research into the SMS applications market for quality solutions attractive to the youth sector” said David Speirs, Group IT Director, The Scotsman Publications Limited. “room33 demonstrated superior technical competence and an in-depth understanding of the end user, the market and the needs of Scotland on Sunday as an advertiser. The Mobile Marketing applications provide the infrastructure for this pilot scheme, which is the first of its kind using this type of publication media. room33 Mobile Marketing creates innovative and interactive channels through which we can build instantaneous communications with readers, increase brand loyalty among the existing readership, as well as attracting new readers.”

One week prior to the launch of ‘intoSport’, Scotland on Sunday readers were invited to register, via their mobile phones, to enter the first SMS-based competition, which consisted of two sports-related questions. The prize included an all expenses paid trip to a major international city destination. Entrants were required to answer the first question correctly in order to receive the second question. One winner was randomly selected from all contestants who answered both questions correctly. The entire competition was conducted using the room33 m-sweepstake application, using SMS technology and mobile phones. Initial response rates exceeded expectations, with an average response rate of 65% from both rounds of questions.

“room33 Mobile Marketing services provide fast, effective and easily measurable marketing channels which are substantially less expensive than traditional methods of direct marketing,” said Huw Hampson-Jones, CEO, room33. “This agreement demonstrates the confidence that a well established, key national publication has in room33 applications and services. It indicates a forward-looking focus held by Scotland on Sunday and an understanding of the benefits of using Mobile Marketing to reach customers. It also reinforces our position as pioneering innovators in the development and delivery of high quality mobile solutions for businesses around the globe and reflects our in-depth knowledge of the mobile environment and its technologies.”

Scotland on Sunday readers will also be given the opportunity to vote for Scotland’s ‘Greatest Sporting Moment’ using SMS technology and the room33 m-poll Mobile Marketing application. Votes can be cast via SMS, email, telephone or the Web and the top 5, as voted by Scotland on Sunday readers, will appear in the new Sports Hall of Fame in late 2001. Readers will be encouraged to vote by way of a prize incentive – an all expenses paid trip to a Real Madrid match in Spain. The winner will be selected at random from all voters.

“We can see additional uses for Mobile Marketing, other than pure marketing,” said Speirs. “It adds value to CRM, provides valuable research channels and data and enables us to better understand our readers and communicate with them whilst they are on the move.”

room33 provides both the m-sweepstake and m-poll applications as fully managed services.
room33 Mobile Marketing services is a suite of SMS-based applications that enable the creation of a variety of interactive media channels of communication with large numbers of users simultaneously. All services are instantaneous and permission-based.

For further information contact:

Stephanie Sewell, Marketing and Communications Manager, room33 Ltd
t: +44 0 1753 858 013
f: +44 0 786 612 6823

Peo Olsson, Director, Corporate Communications, room33 AB
t: +46 08-506 508 53 / f: +46 8 506 508 01

Linda McDonald, Marketing Director, Scotland on Sunday
t: +44 (0) 131 620 8251

David Speirs, Group IT Director, The Scotsman Publications Limited
t: +44 (0) 131 620 8204

About room33

room33 is the market leading mobile software and portal technology company, delivering wireless applications and services to both enterprise and consumers. Closely integrated and accessible from all devices connected to the Internet, the room33 solutions are platform independent and future-proof.

As a business solution, room33 offers an advanced suite of mobile applications in the room33 Open Service Platform. It combines technology, content and hosting capabilities to telecommunications operators, ISP’s and other enterprises.

The company also offers room33 Mobile Marketing – a suite of compelling applications enabling creation a variety of instantaneous and interactive communication channels. A dedicated marketing resource, room33 Mobile Marketing provides enterprises with permission-based, one-to-one marketing and CRM capabilities deliverable via SMS.

As an end-user service the room33 branded consumer portal, at, is a popular destination site. A global service available in 11 languages, gives users access to an innovative blend of wireless information, entertainment, communication tools, and applications.

Founded in 1998 in Mobile Valley, Stockholm, room33 AB is a member of the WAP Forum, the Mobile Applications Initiative, SyncML, Bluetooth SIG, W3C, the World Wide Web Consortium, Wireless Data Forum and the Swedish IT industry organisation, IT-företagen. room33 has regional offices in the UK, Spain, and France supporting headquarters.

About Scotland on Sunday

Launched in 1998, Scotland on Sunday has become the highest selling and best-read quality
newspaper in Scotland. Scotland on Sunday features 7 weekly sections – News, in Business, on Sport, at Home, at Play, Spectrum and Appointments – and a monthly sports magazine – intoSport. Scotland on Sunday currently sells over 96,000 copies a week (ABC Jan-June 2001) and is read by over 292,000 people every week. Scotland on Sunday is owned by The Scotsman Publications Limited, publishers of the Scotsman and Edinburgh Evening News.

This press release was distributed by ResponseSource Press Release Wire on behalf of room33 in the following categories: Consumer Technology, Personal Finance, Business & Finance, Computing & Telecoms, for more information visit