In late 2006, when Mark Caron founded Snac Inc, a mobile application and service provider, mobile solutions may have been relatively new to the marketplace. But mobile was nothing new to Caron who has worked in the wireless space for more than 20 years, including 12 years in the consumer mobile data services. But the user experience was slow and cumbersome. So the focus of Snac was to improve the process and make it accessible to as many wireless phones as possible. Snac is focused on the US market, but Caron says that the company has received many overseas inquiries and is discussing the possibility of global expansion with its partners.
InformationToday 19 www.infotoday.com March 2010 trial period, internet users who were pre- sented with an online display were 65% more likely to visit the advertiser’s web- site than users who never saw the ad. Snac, Inc. Feeds the Mobile Appetite Even after 4 weeks, the visitation rate by MARJI MCCLURE | lief that that was going to be a big part over that. We are doing something dif- stayed as high as 45%. of the mobile experience,” says Caron, ferent. We’re enabling those companies, When internet display ads are combined with search ads, branded microsites, mo- bile messages, and other online and of- H ere’s one com- pany that is keeping its innovative who is Snac’s CEO. “It certainly has be- come that way for iPhone users and other Smartphone users.” content service companies, to deliver to their users, a new, better mobile dis- covery experience.” fline media, the level of engagement in- technology portable. But the user experience was slow and creases, and that leads to greater con- cumbersome, according to Caron. So the version rates. focus of Snac was to improve the process Infiniti’s auto campaign for its new G FOUNDER and make it accessible to as many wire- The goal of Convertible is a good recent example. The In late 2006, when Mark Caron founded less phones as possible. Fortunately, Snac’s technology multichannel advertising program com- Snac, Inc., a mobile application and serv- technological advances in phone hard- bined print and internet display ads with ice provider, mobile solutions may have ware, as well as available funding, (a mobile widget SMS alerts and mobile landing pages. been relatively new to the marketplace. helped move Snac’s development process dashboard) is to Infiniti found that by including mo- along. “Clearly the desire is there to do bile in the overall campaign, the post- more on phones than just talk and text,” connect content click engagement increased dramatically says Caron, noting how the phones have providers with when compared to internet or print dis- increased in processing power, memory, play ads alone. Plus, the highest levels and screen resolution that enables addi- end users. … of engagement came from iPhone and tional capabilities that users didn’t have BlackBerry users, which represent higher- but could certainly use. income consumers. To add the Snac technology to their phones, end users can visit COOL TECHNOLOGY MySnacs.com, create a username and a The goal of Snac’s technology (a mobile password, and then download any of Internet advertising widget dashboard) is to connect content the applications as well as manage the providers with end users who want to re- offerings they download. Yet Caron says can be a highly But mobile was nothing new to Caron, who ceive content and services from these that users typically discover the service effective tool when has worked in the wireless space for more providers. “We set out to develop a solu- through one of Snac’s partners. than 20 years, including 12 years in the tion for that, which in essence, is a widget Caron says that limitations by Apple combined with consumer mobile data services. Caron engine,” says Caron. “The secret to what prevent the service from being used on other media. ... co-founded Omnipoint Communications, we’re doing is keeping the applications the iPhone, but the service still currently which provided consumers with wireless small enough, light enough, a couple hun- supports about 300 phones. BlackBerry data services. As founder and CEO of dred kilobytes that can run across a lot of is amon
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