Interview: Dorrian Porter, CEO of Mozes, Part 1

Let's all just say "hallelujah" for Mozes.

Finally, a mobile marketing firm has taken the SaaS (software as a service) model and made it work in a way that delivers knockout results for clients and users alike.

At it's most essential, Mozes enables entertainment and lifestyle brands (today mostly music artists) to build mobile fan clubs (or "mobs") by sparking interest at "the point of inspiration," as founder Dorrian Porter puts it - turning all those in-concert shout outs and song requests sent by text message to JumboTrons into invitations to become a member of the "mob."

Rascal Flatts, for one, has been putting it all to good use building its own mob in the lead up to the release of its new album, Unstoppable, which dropped April 7.

In one effort, the band alerted its mob when a new track was going to be posted to iTunes, and let members call a special number to hear clips of the song before anyone else. According to Mozes, not only did the single break all the download records for country songs on iTunes, but the album sold 351,000 copies in its first week.

Of course, any mobile marketing firm can go that far. What's different about Mozes is that interactions are handled through a Mozes-branded network. Which means mob members aren't deluged with spam. And when appropriate, Mozes can connect third party brands to mobs via in-concert advertising, enabling brands to sponsor interactions in an unobtrusive - and ultimately, positive - way that benefits the experience for all involved.

I've had breakfast and lunch with Porter on several occasions, and have met many of his executive team and board members. Not only is Porter a genuinely nice guy, but he strikes me as a kind of master chess player.

A lawyer by background, he has methodically built out his business plan and his team the way an attorney builds a case for a desirable verdict with the virtue of inevitability. Small wonder he was able to raise $16 million in funding during an economic meltdown.

Last week, this serial entrepreneur made Silicon Valley Business Journal's "Top 40 under 40" list, and as you'll see in this multi-part interview, he's got a clear vision for what Mozes can do for clients and consumers alike. His unique approach may just redefine what constitutes "mobile marketing" along the way.

Part One: Holy Mozes: Making The Most of 'The Point of Inspiration'

Quick Links:

Generation Wow: Expanding the conversation to multi-platform marketing
BRANDING UNBOUND The Book
ADWEEK Magazines Excerpt
Rick Mathieson.com

Comments

[Stratton S]

what happened ? Nothing to write about today? a master chess player? question one.....how much are they burning? question two...when do they crash......16mil is lot of dough to take for a company that sends out free text alerts..