Alltel® Case Study

Handmark and Alltel Target Elusive Markets

Alltel® is the owner and operator of America’s largest wireless network. In order to build upon their already substantial base of customers, Alltel recognized the necessity in finding methods to reach the ever-growing “prosumer” market segment.

This valuable demographic is not only rapidly increasing, but has also proved difficult to cultivate in the past. It was a combination of these two points that led Alltel to Handmark® Pocket Express™ for a dependable, reliable, and lucrative solution.

Pocket Express leads the wireless industry in successfully targeting affluent and aspiring mobile professionals. This highly valuable and hard to reach demographic is the core of the Pocket Express market.

This valuable demographic (prosumers) led Alltel to Handmark Pocket Express for a dependable, reliable & lucrative solution.

Other operators have enjoyed previous success with Handmark by leveraging the Pocket Express storefront horizontally across all platforms. Offering content such as ringtones and games within Extras, combined with quick, easy, and personalized access to news, sports, weather, stocks, travel, entertainment and more, it’s no surprise how the relationship between Alltel and Handmark has already resulted in several impressive mobile achievements.

Pocket Express is among the first-ever applications to be virtually preloaded on a RIM® BlackBerry® handset. The term “virtual preload” is used by RIM to describe the process of provisioning a bootstrap through the Service Book push. A customer will then discover the Pocket Express icon on their BlackBerry home page, and after selecting it, the Pocket Express software is downloaded to the device.

Pocket Express can now be experienced as a virtual preload in the Alltel BlackBerry 8703e, 8830 World Edition, and the MOTO Q™. Plus, an average ARPU of just under three dollars, an attach rate of over 8.5%, and the knowledge that Pocket Express activations on Alltel smartphones have been growing by roughly 20% every month since November of 2006 are more than sufficient reasons for Pocket Express to be preloaded on all Alltell smartphones in the future.

Handmark and Alltel are also planning several other marketing and sales-based promotions in anticipation of developing their relationship even further.

For more information or download instructions for Alltel subscribers, visit http://www.handmark.com/alltel/.