Capturing the mobile generation

Jet Mobile, a quarterly directory published by retailer Jet, is aimed at the urban youth, who have embraced the mobile lifestyle and is distributed free to Jet Club members along with the club magazine.

The Jet Mobile content is also condensed into a DL format, which is mailed to 300 000 non-Club members along with their account statements.

The design and tone of Jet Mobile is streetwise and trendy, intended to capture the imagination of an increasingly technologically savvy generation.

Each edition features exciting competitions, the latest ring tone downloads, logos, picture messages, sms services and a host of mobile games and wallpapers. The content showcases the best of local talent, as well as the hottest international trends. Ringtone genres include Hip Hop, Kwaito, Gospel, R 'n B and Chart toppers.

Says Cameron Burt, Jet marketing manager: "With an estimated 90 million content downloads in South Africa every year this is clearly an area of interest for our target market. Our clear understanding of their preferences also means that we are able to tailor the content of the mobile directory, including extremely popular local artists, to really excite our audience."