Chrysalis Radio is jumping on the WAP bandwagon with plans to
launch a mobile phone service at the end of this month.
The company will trail the WAP service, which allows listeners to access
Heart 106.2’s online services via their mobile phones.
The initiative follows close behind Virgin’s launch of a radio mobile
phone service two weeks ago, also using the WAP technology (Media
Business, 6 March.)
Chrysalis’ version is called Personal Offer and is backed by
Personal Offer will provide a range of interactive options. For example,
listeners will be able to call the station to receive information about
songs they have heard, select music clips and buy albums from Boxman,
the Chrysalis online music retailer.
Chrysalis Radio Online has launched seven websites to date, including
the Heart FM and Galaxy FM sites. If the trial proves successful, the
mobile phone service will be linked across every site.
The trial will be used to test response to advertising as well as to
promote events and pop concerts.
Phil Riley, chief executive of Chrysalis Radio, said: ’Interactive
communication is going to play a central role in the future of
broadcasting. Radio and telecommunications are closely linked and this
will be the first of many ventures.’
Paul Goode, e-commerce business development manager for Motorola,
commented on the WAP initative: ’The mobile internet is the perfect
complement for broadcast media such as radio, by providing a
personalised source of related information for consumers.
’By expanding internet access beyond PCs to mobile phones, broadcasters
can extend their services to a greater number of listeners and can offer
advertisers a richer medium for direct response promotions.’