Mobile Embrace Strengthens FY2016 Revenue Base

Mobile Embrace Strengthens FY2016 Revenue Base
Alison Banney
By Alison Banney
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Mobile marketing and payments company Mobile Embrace Limited has announced that it has significantly strengthened its FY2016 revenue base with a new 12-month, $2.1 million lead generation contract secured by the company’s wholly owned subsidiary, The Performance Factory, with one of Australia’s leading and most well recognised Vocational Education and Training (VET) providers.

The new contract was secured based on The Performance Factory’s ability to deliver a unique and highly targeted lead generation campaign to the client through the business’ proprietary lead generation network offering. As more advertisers look at customer acquisition strategies that deliver measurable returns on investment, this new contract is evidence that advertisers will procure products and services that can deliver outcomes in the increasingly fluid online and mobile marketing and promotional environment.

The client, Australia’s leading VET provider, is using The Performance Factory’s lead registration network as a means to identify and pay for only qualified leads which will then enrol into the clients’ VET courses across Australia.

The Performance Factory continues to perform very well as part of MBE, with the business experiencing solid organic revenue growth and profitability, and importantly, an increasing pipeline of new tendering opportunities. The business exceeded budgeted revenue by $2 million in FY2015 and is on track to again strengthen its operating and financial performance in FY2016.

Commenting on the new contract and The Performance Factory’s continuing growth, Mobile Embrace’s chief executive officer, Chris Thorpe, said: “This is as very pleasing and significant contract for Mobile Embrace and is it is a clear indication that we are now starting to achieve real scale in our operating businesses. Clients recognise that we have the capabilities and service offerings to deliver meaningful ROI from targeted digital marketing campaigns.

“While this campaign will be largely driven by mobile performance marketing initiatives, this is a growing and accepted lead generation tactic and it encompasses all the targeting benefits of mobile marketing without any impact from ad-blocking. The Performance Factory is experiencing growing inquiry from advertisers looking to undertake similar campaigns and partner with marketing partners that are at the forefront of customer acquisition techniques and understand the ever-evolving online marketing environment.

“The Performance Factory has been an excellent acquisition for Mobile Embrace and it has outperformed in both revenue and profit terms. Its organic growth prospects are compelling, and it is benefiting from MBE’s larger scale and service offering.

“Whilst we are in the early stages of FY2016, all our lines of businesses have experienced a strong start to the year. We are confident that the cross-selling and individual opportunities we are witnessing from our Reach, Engage, Transact, and Embrace offering positions us well for the year ahead. We have a number of new developments pending, and we look forward to updating shareholders in the near term on these wins.”

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