The Bookseller.com

6th July 2009

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ICUE shifts focus to chapter downloads

21.08.08

Mobile services provider ICUE has launched a marketing campaign to offer Claire's Accessories customers a free chapter download of a Macmillan title: Ugenia Lavender and the Lovely Illness by Geri Halliwell.

The campaign marks a change in strategy for the company, away from downloading whole books on mobile phones in favour of chapter sample downloads. ICUE is now working with both adult and children's publishers to develop marketing campaigns including chapter downloads, mobile web advertising and tagging for outdoor marketing.

Managing director Jane Tappuni said: "We found that the English-speaking market was not ready to read books on mobile phones and that the mobile phone technology also needs to develop, so we have put book downloads on ice for now."

For the latest campaign, ICUE has partnered with mobile phone provider ROK. A "mobile magazine" is sent to opted-in Claire's Accessories customers, who are asked if they want a chapter download of Halliwell's book. This is offered in 16 Claire's Accessories branches and is expected to go nationwide to all 320.

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