Topics: College of Communication Information and Media, Emerging Media

June 29, 2007

Ball State is deploying a new software application platform to examine consumer use of mobile communication devices in the mobile marketing, entertainment, content and information delivery, social networking and commerce arenas.

The university's Center for Media Design (CMD), one of the nation's leading media research facilities, will integrate the iLoop Mobile mFinity platform into its broader research program, taking advantage its ability to create, connect and control mobile text-based initiatives and mobile content distribution.

iLoop Mobile, a technology and services company, offers the mFinity platform under a Web-based ASP or appliance license, giving customers total independence to create and control mobile initiatives. Managed services are also available for companies that prefer to have iLoop Mobile create and manage their services for them.

"Deployment of the iLoop Mobile mFinity platform supports our goal of becoming a globally recognized research facility in the burgeoning field of mobile marketing, allowing for an unparalleled hands-on student experience," said Mike Bloxham, the CMD's director of insight and research. "mFinity gives us a real-world research tool that is flexible, easy to use and cost effective. The ease with which the solution can be deployed makes it ideal for use in both industry and academically oriented research."

"We are interested in understanding the efficacy of different approaches to the use of mobile communications techniques in a way that provides actionable insights to industry and deeper learning experiences for students," he said. 

The first Ball State research campaign using mFinity was a recent test study involving college students, based around a mobile coupon campaign with a national pizza franchise. 

Future research will explore advertising formats on different mobile devices, a metropolitan information alert service program, mobile incentives and a social networking program with Second Life, a popular online virtual community.

"Use of the mFinity platform in Ball State's Center for Media Design will allow researchers to design and administer mobile initiatives deployed in real consumer markets," said Michael Becker, executive vice president of business development for iLoop Mobile. "Along with our commercial clients who have deployed the mFinity platform for mobile marketing campaigns and content distribution, the Ball State research will be a significant addition to the knowledge base of the mobile industry.

"As companies look to maximize their success in the evolving mobile channel, the time and resources dedicated to research efforts will be invaluable," Becker continued. "This is just the first stage in our long-term relationship with the fine research team at Ball State."

About iLoop Mobile

iLoop Mobile is an innovator in mobile technology and services for interactive, SMS-based mobile marketing and mobile content distribution. The company's patent-pending mFinity platform enables brands, content owners, marketing agencies and enterprises to create, connect and control mobile phone initiatives worldwide. iLoop Mobile is privately held and is headquartered in San Jose, Calif., with European offices in Copenhagen and offices in Bangalore, India. For additional information, go to