Lagos — A new mobile service known as "Mobile Marketing" has been introduced to the Nigeria Information and Communication Technology (ICT) market, aimed at boosting the image and services of brands, advertising and media agencies in distributing mobile applications to their respective audiences.

Introduced by XS2TheWorld, a Mobile Marketing specialist and consultant, at a media briefing in Lagos last week, the service is such that tailor-made solution are developed for mobile marketing, from mobile website to fully branded mobile applications.

Introducing the service and solutions, Chief Executive Officer and Co-founder of XS2TheWorld, Mr. Sander Munsterman, said the company uses its own unique mobile technology platform, creative sills and people to help companies and brands generate exposure, differentiation towards competition and return on investment.

According to Munsterman, "for a long time we have been active in driving the growth of mobile marketing for brands around the world, and we have a powerful track record of delivering mobile marketing for household brands such as Guinness, Cathy Pacific, Fanta, HSBC among others."

He said a critical combination of factors was changing the mobile landscape, from the falling cost of mobile tariffs, improved infrastructure, providing greater speed and connectivity to advanced full-colour devices, adding that " it is these factors, the company believes, are contributing to the global growth of mobile as a marketing channel, complementing and in cases overtaking other traditional channels."

It is for this reason that e selected Africa and specifically Nigeria as an important place to do business, in order to see the power and potential the mobile has in Nigeria, one of the most advanced countries in the African nation, he said.

At a demo, Munsterman showcased key works of XS2TheWorld to include the Fanta Stealth Sound System, a Cannes Silver Lion winner, which uses high-pitched frequencies as an ideal example of viral mobile marketing, and the Guinness Passport to Greatness, an MMA winner,, New York Festival winner. For the Guinness win, he said XS2TheWorld created a Cantonese-speaking mobile guide for the Hong Kong Sevens rugby tournament, which included match schedules, stadium information, maps, reviews and a guide to the city.

Mr. Yinka Akande, director, Brands and Marketing for Etisalat who gave an overview of the Nigerian marketing landscape and the potentials of mobile marketing within it, said with over 4 billion phone users worldwide, and with Nigeria having 70 million phone users, mobile marketing would add value to business in Nigeria.

XS2TheWorld is a fast growing company and has developed successful, award winning mobile solutions for brands in a variety of business segments.