RESTON, Va.-(Business Wire)-March 8, 2007 - Proxicom, an interactive agency that helps customers make the best use of the Web, has completed development of the mobile Web site for Mazda North America Operations (MNAO) (www.mazdausa.com), which launched earlier this month. From one Web address, viewers can access content from the auto manufacturer regardless of device, screen resolution, or size, and without the need for a mobile-specific browser.
An abridged version of the main Web site, the mobile site offers a zip-code based dealer locator, and features and specifications of various Mazda vehicles. Future capabilities will be directions to a dealer, inventory search, a vehicle configurator, and the ability to request a brochure.
Proxicom built the site as an extension of Mazda's brand-building effort directed toward customers and prospects with certain demographic characteristics. Mazda attracts one of the youngest groups of buyers in the industry, with a median age of 43.1 versus the industry average of 49.6, according to the J.D. Power 2006 Autoshopper.com study. Because younger buyers are more inclined to use mobile technology and receive marketing messages via cell phones or personal digital assistants (PDAs), according to the Mobile Marketing Association, MNAO expects this program will continue to gain in popularity as younger consumers reach the point of making car-buying decisions.
"Younger consumers in particular are increasingly using their mobile devices for information as much as for communication," says Amy Simpson, VP, Automotive with Proxicom. "This new site enables Mazda to provide tailored content in an appropriate way, and encourage interactivity for future sales."
Adds Rudy Privitelli, Group Manager of Relationship Marketing at MNAO, "Because our brand is based on attributes such as distinctive design, high functionality, quality, and being fun to drive, the new mobile Web site is a perfect representation for how we connect with our audience. We place a high value on giving these hard-to-reach consumers what they want in a personalized fashion."
Proxicom achieved interoperability between the site and various mobile devices with software that detects the device's browser. It then searches for the device's specifications in a wireless universal resource file maintained by wireless carriers, and reconfigures the content accordingly. For faster performance, Proxicom designed the pages for several of the most popular devices used by consumers, and with clear and limited links.
Proxicom, Inc. (www.proxicom.com), an internationally recognized interactive agency, delivers custom-tailored interactive solutions to Global 1000 organizations. Through the experience and ongoing passion of its talented professionals, Proxicom provides creative, technical, analytical and marketing solutions that transform the way business is done across a number of select industries including: Automotive, Healthcare, Financial Services and Consumer Packaged Goods. Founded in 1991 as a systems integrator, Proxicom, an affiliate of The Gores Group, LLC (www.gores.com), has developed interactive solutions for such blue-chip companies as Chevron, DuPont, Mazda North American Operations, GMAC and Toyota Motor Sales, among many others. Headquartered in Reston, VA, Proxicom also has offices in New York, NY; Detroit, MI; Los Angeles, Irvine and San Francisco, CA.