UPS extends mobile application to the BlackBerry

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UPS has released a new mobile application for BlackBerry devices that lets consumers ship and track packages, calculate shipping rates and time in transit, as well as locate the closest UPS location.

The application, which debuted on December 16, is targeted at small business owners, as well as business executives who travel a lot for work. This comes after the UPS iPhone application, which was released on November 2.

“Our mobile strategy is to give our customers as easy access as possible to UPS. We see utility is the primarily marketing message,” said Donna Longino, PR manager at UPS. “The smartphones and the BlackBerry technology has been standardized to a point that it makes a lot of sense to provide UPS services from that level.”

The applications are being used for both acquisition and retention.  “It is a way to build loyalty among our current customers, and to reach new customers,” added Longino.
 
App users can use their smartphones to access their My UPS Address Book and Preferences to create shipping labels, which can be e-mailed in a PDF file for printout. The UPS Mobile App supports the BlackBerry Storm, BlackBerry Bold, BlackBerry Tour and the BlackBerry Curve 8900.

To promote the application, UPS is using search, e-mail and display ads online. In addition, they are running display ads on the mobile phone. They are also sponsoring The New York Times app and the National Public Radio apps on the iPhone.



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