gumiyo-1sm.jpgPlatform Integrates Local Dealer Inventories and CRM systems with Mobile Web, SMS.

In a little-noticed move that is poised to significantly raise the profile of mobile marketing in the US automotive industry, Gumiyo, a mobile marketing company based in Woodland Hills, CA, announced a partnership with HomeNet, Inc., a provider of vehicle inventory management and marketing solutions, to provide auto dealers with a turn-key mobile Web marketing solution. A wireline web version of the service, dubbed the “Gumiyo Marketplace,” is also available.

The new service integrates HomeNet’s Inventory Online (IOL) Marketing Suite with Gumiyo’s mobile marketing platform, allowing prospective buyers access to a dealership’s detailed inventory listings, vehicle photos and Carfax reports via SMS and the mobile web. The solution enables consumers to connect directly with dealers, and vice-versa, to schedule test drives follow-up correspondence. Additional options include vehicle search based on make, model, price and geographic location and SMS alerts informing consumers when a car matching their criteria becomes available.

Dealerships are given a unique “GO Code” (SMS keyword) that can be utilized in print, radio, TV and other off-line media as a call to action (consumers responding via the Go Code / shortcode mechanic receive a WAP push MT message leading to the dealership’s specific mobile web site). The dealer’s mobile URL follows the nomenclature of “Go Code.gumiyo.com.” Additionally, consumers can text the GO Code of the dealership + the last 8 digits of the VIN to receive a WAP push MT to the vehicle’s specific mobile web page. Click-2-call/Click-2-Callback, SMS and email all facilitate dealership contact, and the platform’s lead generation channels (both SMS and mobile web form fields) can be integrated directly into the dealership’s CRM systems if desired.

According to the release, “HomeNet’s Inventory Online (IOL) Marketing Suite currently serves more than 12,000 automotive dealership locations throughout the United States and Canada, processing over 2.5 million vehicles each day.” HomeNet’s will be offering the new mobile service as a plus-up to their existing data / CRM package.

Analysis. The combination of Gumiyo’s robust mobile platform with HomeNet’s large install base results in a powerful market force that seems both effective, and relatively simple and inexpensive to set-up and maintain. In a word: scalable – something that has eluded most mobile marketing business models of late. Mobile ad networks (especially those with lots of local, geo-targeted inventory) now have a new big base of potential mobile media buyers! First order of business: track down HomeNet’s install base!

Screengrabs of the Gumiyo Mobile Automotive Marketplace (click on thumbnails for larger images):

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