mkodo and HPI launch mobile vehicle information services
First service introduced in Mirror Group online
June 2006: mkodo, the mobile services specialist, and HPI, the UK's primary independent provider of vehicle information, launch of a series of revenue-generating mobile services.
The mobile consumer services include:
- Cars Reunited: Consumers can check whether a car that is of sentimental value to them (e.g. their first car) is still on the road and how many owners it has had in total. They simply text in the car registration number and are sent back a text message that gives an update on the car's status for a charge of £1.
- ID Check: Dealers and consumers are able to check registration numbers of vehicles they intend to purchase to get instant ID information via SMS. The service helps safeguard purchasers of second-hand vehicles against car fraud. Users simply text in the registration number of the vehicle and instantly received back the details via text message. They were charged just £1.50 for a successful response, potentially saving £1000s through avoidance of a bad purchase.
The services are available on all types of UK vehicle.
The HPI / mkodo partnership is seeking media or brand owners who have access to consumers and wish to publicise the consumer services to their audience in exchange for revenue share.
Mirror Group Newspapers has taken the lead on this. The Cars Reunited advertisement will run in the group's regional titles and online in June.
mkodo and HPI have previously trialed car ID services via SMS with outstanding results. A two week slot in a local trade magazine in 2005 resulted in the number of vehicle checks at £1.50 reaching 15% of the readership totals. The majority of users continued to use the service in subsequent weeks; over 80% of the requests took place after the advertising period had ended.
mkodo executive director, Sue Parker comments, "The service combines high quality data management from HPI with the robust, innovative technology of mkodo's Intelligent Mobile Platform (IMP). We are looking to partner with media and brand owners who have the marketing power to put these services in front of consumers in return for revenue share and are delighted that the Mirror Group has embraced this opportunity."
