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Subway Makes Massive Push into Global Mobile Transactions

Subway is making an aggressive push into transactional mobile marketing, with plans to roll out a platform that will allow consumers to order meals from their phones for pick up at the nearest Subway restaurant.
The mobile technology is provided by Velti, a global provider of mobile marketing and advertising technology. Subway will use the Velti mGage platform worldwide, becoming one of the first global franchise organizations to consolidate on a single mobile platform.
"We see enormous potential in our mobile campaigns and look forward to delivering a more robust experience with Velti," says Joost Zimmerman, director of digital marketing at Subway. "Our goal is to utilize mobile marketing as a highly personal and direct way to reach our customers and give them access to Subway at any time, wherever they are."
In addition to ordering food, the new mobile app and mobile site will enable consumers to access key information including menu, nutrition and store locations.
Velti mGage is a SaaS-based (Software as a Service) mobile marketing platform. Subway intends to implement global and local campaigns to drive in-store traffic, customer loyalty and brand engagement. Subway’s mobile marketing campaign will launch in more than 24,000 stores in the U.S. this summer, with global rollout planned for later in 2011 through 2012.
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