IPOD MART

Why I Believe Text Marketing Outperforms All Other Marketing Forms

Text marketing campaigns are becoming very common place in today’s retail and service sectors. From golf equipment shops to restaurants and from butchers to hardware stores, text marketing is becoming an essential marketing and advertising tool which companies dare not ignore.

There are many advantages and obvious benefits to running this type of marketing campaign over more traditional methods, but here are what I consider to be the top six.

1.       Open Rate and Response Rate

Statistics don’t lie. Text messages have a 98% open rate. Mobile coupons and special offers sent by text message have a redemption rate of between 5% and 15% as compared to 1% and lower for traditional coupons. If you want your marketing message or special offer read and used, then text marketing out performs all others with quite a bit to spare.

2.        Low Cost and High Return on Investment

Commercials, print ads, sponsorship and outdoor advertising can all be cost prohibitive for many bar those with lavish marketing and advertising budgets. Text marketing however has such low set up and running costs that campaigns can be launched and executed for a fraction of costs associated with the more traditional marketing channels.

With  the cost effectiveness and high response rates of text marketing campaigns, there are simply no other marketing mediums out there that can touch it for return on investment.

3.       Intimacy and Personalization

Your keys, your wallet and your phone – these are the only things that you never leave home without. The mobile phone is probably the most intimate object that a person owns in the fast moving digital age and few electronic gadgets have become as close a part of our daily lives than our mobile phone. Because mobile phones are such a personal part of our world, this form of mobile marketing has the potential to create a uniquely powerful impact on the recipient. Text messages can be personalized to the recipient and delivered to their pockets within seconds; no other form of marketing can achieve this level of intimacy and personalization.

4.       Speed and Flexibility

We now live in the fast moving information age where circumstance and environment can change on a daily if not hourly basis. The modern business must be flexible and adaptable to keep pace with the change and so must their marketing campaigns. As there is virtually no lead time to text message marketing, campaigns can be conceived of and delivered to their target audience in a matter of minutes. Whether it’s driving footfall on a slow day or clearing stock before months end, the speed of a text message cannot be matched. Text marketing allows businesses to immediately respond to the events of the day or to a competitor’s special offer almost instantaneously.

5.       Highly Targeted

The days when marketers could send out marketing messages into the ether in the hope that they would land on their target consumer are over. For any company with even one eye on costs it’s now essential that every marketing and advertising campaign they run is highly targeted. Marketing messages sent by text message are sent directly to the pockets of their target market and are opened within minutes and sometimes seconds. In addition to this, as these subscribers have already opt-ed in to receiving these marketing messages they are much more likely to purchase than the recipients of other types of marketing messages.

Traditional marketing  took the carpet bomb approach where as text marketing takes the sniper approach. As a result of this no other form of advertising can compete with text message marketing when it comes to reaching the most highly targeted audience.

6.       People Want Offers

Text marketing campaigns do not always have to contain an offer but the most effective generally do. In a recent survey 70% of consumers said they were happy to receive marketing text messages provided they were invcentivised and in control. According to another  survey from the National Consumer Agency, 30 per cent more people are using coupons than in 2008 and mobile coupons have a much higher redemption rate. Now more than ever before people are demanding value and actively searching for deals and special offers. There is no quicker and easier way to deliver those special deals to consumers than through a text message.

So there it is the six main reasons why I believe that text marketing out performs all the traditional forms of marketing.

Brian Stephenson

About the Author

Brian is MD and founder of the full service Mobile Marketing company Text republic. Text Republic’s product and service offering include Text Marketing, Bulk SMS, Mobile Coupons and iPhone apps.

Audi A3 & A4 iPod text adapter with installation Dension GW16AC1 Gateway 100 2008 Audi A3

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Brother PT-1290 Home & Office Simply Stylish Labeler $59.95 The Simply Stylish PT-1290 is perfect for all your home office labeling applicationsFeatures an easy-view 15-character LCD display, typewriter style keyboard and Auto Tape Detection feature that automatically recognizes the size of the installed tape cassette and adjusts the text to fit the label width. A dedicated Deco Mode key gives you easy access to 15, unique pre-designed label formats for creating decorative labels including professional layouts that accommodate 2 rows of text. Easily switch between 2 fonts – with the touch of a button. Use the built-in memory to store up to 9 of your most frequently used labels. With its sleek design, the PT-1290 will blend nicely with virtually any home office d corPrints labels up to 1/2 wide on durable, TZ laminated tape perfect for both indoor and outdoor use. Operates on 6 AAA batteries or optional AC adapter (neither included). With its great-looking design and array of features, the PT-1290 is a perfect handheld solution for virtually any home office.

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Brother PT-2100 PC-Connectable Labeling System $59.99 The PT-2100 PC-connectable labeling system has an eye catching design that is sleek and aerodynamic in shape and size. The PT-2100 allows you to create labels exactly the way you want with the 16 character x 3 line display featuring 4 sharp fonts. The Preview key allows you to check your text before printing. This unit prints on up to 3/4 wide laminated tape for indoor/outdoor use. The PT-2100 features 7 type sizes, 10 type styles and 92 different symbols. The Labeling System package includes AC adapter, black on white laminated starter tape, P-touch Editor software, user manual and warranty.

Brother PT-2110 PC-Connectable Labeling System w/Carrying Case $159.95 The PT-2110 PC-connectable labeling system has an eye catching design that is sleek and aerodynamic in shape and size. The PT-2110 allows you to create labels exactly the way you want with the 16 character x 3 line display featuring 4 sharp fonts. The Preview key allows you to check your text before printing. This unit prints on up to 3/4 wide laminated tape for indoor/outdoor use. The PT-2110 features 7 type sizes, 10 type styles and 92 different symbols. The Labeling System package includes deluxe carrying case, AC adapter, black on white laminated starter tape, P-touch Editor software, user manual and warranty.

Brother PT-2730 PC-Connectable Simply Professional Labeling System $159.95 The PT-2730 desktop labeling system was designed for busy office professionals. This feature packed model can be used stand-alone for desktop labeling, or connected to a PC or Mac for added functionality. The included AC adapter ensures that your labeling can be done at a moment s notice. Create durable, laminated labels for indoor or outdoor use in a variety of colors and sizes up to 24mm wide using one of 8 fonts, 20 framing options, 10 type styles or an array of symbols. This advanced labeler features a sleek, modern design with automatic tape cutter and a large, graphical display with vivid backlight for easy viewing. Print up to 7 lines of text on each label – even preview labels before printing. Store up to 99 labels to memory, or automatically print labels displaying the Time & Date. Quickly access over 50 pre-formatted Label Collection designs for Files, Office Signage, and Shipping Labels with the touch of a button – or use the convenient, Text Reminder feature to recall frequently used words. Even use the new Download Feature to access additional Label Collection layouts. Includes 0.94 (24mm) laminated TZ starter tape, AC adapter, USB Cable, P-touch Editor software and User s Manual. Operates on 8 AA batteries (sold separately).

Brother PT-2730VP PC-Connectable Simply Professional Labeling System with Carry Case $179.95 The PT-2730VP desktop labeling system was designed for busy office professionals. This feature packed model can be used stand-alone for desktop labeling, or connected to a PC or Mac for added functionality. The included AC adapter supports desktop labeling at a moment s notice, while the included carry case supports on-the-go labeling. Create durable, laminated labels for indoor or outdoor use in a variety of colors and sizes up to 24mm wide using one of 8 fonts, 20 framing options, 10 type styles or an array of symbols. This advanced labeler features a sleek, modern design with automatic tape cutter and a large, graphical display with vivid backlight for easy viewing. Print up to 7 lines of text on each label – even preview labels before printing. Store up to 99 labels to memory, or automatically print labels displaying the Time & Date. Quickly access over 50 pre-formatted Label Collection designs for Files, Office Signage, and Shipping Labels with the touch of a button – or use the convenient, Text Reminder feature to recall frequently used words. Even use the new Download Feature to access additional Label Collection layouts. Includes 0.94 (24mm) laminated TZ starter tape, AC adapter, Carry Case, USB Cable, P-touch Editor software and User s Manual. Operates on 8 AA batteries (sold separately).

Built NY E-EE10-BLK Carrying Case (Envelope) for 10 Tablet PC, Digital Text Reader, iPad – Black – Water Resistant, Stain Resistant – Neoprene $19.5 This thick neoprene envelope keeps your device safe from any bumps and jolts you encounter during your travels. Its form-fitting design and fold-over closure secures your e-reader or tablet snugly in place. The plush front inner panel helps protect the screen and body from scratches, while an inner zip pocket is ideal for storing an adapter, phone or keys.

Built NY E-EE10-CGD Carrying Case (Envelope) for 10 Tablet PC, Digital Text Reader – City Grid – Water Resistant, Stain Resistant – Neoprene $19.95 This thick neoprene envelope keeps your device safe from any bumps and jolts you encounter during your travels. Its form-fitting design and fold-over closure secures your e-reader or tablet snugly in place. The plush front inner panel helps protect the screen and body from scratches, while an inner zip pocket is ideal for storing an adapter, phone or keys.

Built NY E-EE6-CGD Carrying Case (Envelope) for 6 Digital Text Reader, Tablet PC – City Grid – Water Resistant, Stain Resistant – Neoprene $19.99 This thick neoprene envelope keeps your device safe from any bumps and jolts you encounter during your travels. Its form-fitting design and fold-over closure secures your e-reader or tablet snugly in place. The plush front inner panel helps protect the screen and body from scratches, while an inner zip pocket is ideal for storing an adapter, phone or keys.

Casio DR-T220 Thermal Printing Calculator – 12 Character(s) – LED – AC Supply, Battery Powered – 8.5 x 13.75 x 3.5 $139.99 Thermal Printing calculator is super fast and super quiet, at 8 lines per second. This thermal printing calculator provides Check Cal (corrects, deletes mistakes and inserts a new number anytime), 12-digit display, four-key memory, percent, markup/markdown, 00 keys, input correction key, item count and average, date and time display and set, preset text printing, decimal system, constant calculation, total and grand total, repeat printing function. AC power.

Colorful electronic neon LED wrting menu board display $59 Specifications:Size: 14 x12 .Simple button control with 7 color lights, changing in rotation, for multicolor combinations.The writing surface is a rigid abrasion resistant PMMA board, easy to write-on and wipe-off.Large firm writing area for unlimited creative choices.Portable, easy to set up by hanging vertically.Energy-saving, environmentally-friendly, durable and long-lasting.No computer necessary to create powerful graphic images and text.Package Includes:1x Message Board,1x White Fluorescent Marker Pen,1x Wiper,1x Power Adapter,1x Hanging Chain.Perfect for the following businesses:Coffee Shops,Sandwich Shops,Ice Cream Parlors,Fast Food Outlets,Wine & Cocktail Bars,Pubs & Restaurants,Hotels & Convention Centers,Hair & Beauty Salons,Bookmakers Bookstores,Estate Agents Real Estate Agents,Travel Agents,Convenience Stores Convenient Stores,Florists,Retail outlets,Boutiques.

Crazy selling neon fluorescent led writing board with high quality $59 Specifications:Size: 14 x12 .Simple button control with 7 color lights, changing in rotation, for multicolor combinations.The writing surface is a rigid abrasion resistant PMMA board, easy to write-on and wipe-off.Large firm writing area for unlimited creative choices.Portable, easy to set up by hanging vertically.Energy-saving, environmentally-friendly, durable and long-lasting.No computer necessary to create powerful graphic images and text.Package Includes:1x Message Board,1x White Fluorescent Marker Pen,1x Wiper,1x Power Adapter,1x Hanging Chain.Perfect for the following businesses:Coffee Shops,Sandwich Shops,Ice Cream Parlors,Fast Food Outlets,Wine & Cocktail Bars,Pubs & Restaurants,Hotels & Convention Centers,Hair & Beauty Salons,Bookmakers Bookstores,Estate Agents Real Estate Agents,Travel Agents,Convenience Stores Convenient Stores,Florists,Retail outlets,Boutiques.

DIGITAL TTY WITH TEXT ANSWERING MACHINE $187.42 79040 TTY/VCO/HCO Machine for cell/cordless – Ameriphone TTY/VCO/HCO for cordless/cell phones – Connects to your TSB-121 compatible mobile/cellular phone for communication any time, anywhere (2.5mm plug)- May also be used with many cordless phones- 68-Key PC-style keyboard with one touch buttons for typing commonly used phrases- Place hands-free VCO calls with use of the built-in microphone and large, high-contrast two line display- Place hearing carry over (HCO) calls with optional speakers or headset- Built-in text answering machine with programmable personalized greeting and remote message retrieval- Long-lasting rechargeable batteries and AC adapter included- Lightweight and compact design means the Q90D is truly mobile – ready to go where you go – any time- LCD display is backlit and tilted for easy viewing of text- Sticky keys make it easy to use the Q90D with one hand- Wait for Response allows you to see when typing may continue after you have been placed on hold- Hi-speed code allows you to communicate at twice the normal TTY speed- Bright visual ring flasher announces incoming calls, including cell phone calls- 24# Programmable phone number directory memory- Program up to two outgoing personalized greetings- 34Kb Total memory- Includes cord for cell phone connection- Power key lock prevents accidentally turning on the Q90D and draining the batteries- One-step erasure of numbers and memory entries- Audible ringer for HCO calls- Built in microphone for hands-free voice carry over (VCO) calls- Redial/hold/flash- Preset hahaha, smile, hello GA, and pls hold messages- Connects to most computer printers- Black and graySEE ALSO:AME-PRINTERAME-LVD

DYMO LabelManager 220P Kit, 2 Lines, 4-4/5w x 7d x 2-3/5 $81.59 Compact, portable label maker with QWERTY-style keyboard is a great option for all of your labeling needs at home and in the office. Large graphical display shows you exactly how your label will print what you see is what you get! Easy-to-read one-line, 13-character display. Choose from one font in six sizes, seven styles, eight box styles, underline and 132 symbols to customize your labels. Quick access buttons for punctuation, currency symbols and diacriticals. Prints up to ten copies of a label. Stores up to nine labels and is capable of inserting saved text. Manual tape cutter. Uses six AA batteries or optional AC adapter (sold separately). Includes 1/2 black-on-white starter tape.

DYMO LabelManager 360D – Rechargeable Desktop Label Maker $129.99 Powered by a lithium-ion battery the same technology used to power cell phones and laptop computers the DYMO LabelManager 360D label maker eliminates the inconvenience of AA batteries. Charge and go unlike an AC adapter, labeling power whenever you need it. Plus, new features inspired by consumers make it faster and easier to get the results you want. See what your labels will look like before you print them on a new, larger 1.5 x 2.75 screen that displays two lines of text. Work faster with an improved user interface that displays all menu commands without scrolling, and includes easy-to-read icons for formatting options. Choose from 3 fonts and 7 text styles; highlight your text with 8 box styles or underlining. Print up to nine copies of the same label and prevent repeated work with a 9-label memory and save text feature. LabelManager 360D uses DYMO D1 labels in 1/4”, 3/8 , 1/2 and 3/4 widths. Enter text quickly and naturally with the familiar computer-style keyboard layout, and use special function keys for fast access to punctuation marks, currency and other special symbols. And its compact, lightweight design is perfect for any office or workspace.

DYMO LabelManager 500TS, 8 Lines, 6-1/2w x 6-3/5d x 3-3/10h $279.99 Tap unmatched labeling power with touch-screen simplicity. Large, full-color touch screen display allows you to edit and format your labels with the touch of your fingertip. Print high-quality text, pictures, logos, icons and bar codes. Download labels and label templates from your PC or Mac via USB connection. Print batch labels from database, spreadsheet or text files. Store labels, templates and data for up to six different users. Choose from 10 fonts, 12 font sizes, 12 text styles and 15 boxes plus underline. Uses DYMO D1 label cassettes up to 1 wide. Includes rechargeable battery pack and charging adapter.

Deluxe Writing Board Sign Changeable Message indoor Sign Clearance Sales $109 Specifications:Size: 32 x24 .Simple button control with 7 color lights, changing in rotation, for multicolor combinations.The writing surface is a rigid abrasion resistant PMMA board, easy to write-on and wipe-off.Large firm writing area for unlimited creative choices.Portable, easy to set up by hanging vertically.Energy-saving, environmentally-friendly, durable and long-lasting.No computer necessary to create powerful graphic images and text.Package Includes:1x Message Board,1x White Fluorescent Marker Pen,1x Power Adapter,1x Hanging Chain.Perfect for the following businesses:Coffee Shops,Sandwich Shops,Ice Cream Parlors,Fast Food Outlets,Wine & Cocktail Bars,Pubs & Restaurants,Hotels & Convention Centers,Hair & Beauty Salons,Bookmakers Bookstores,Estate Agents Real Estate Agents,Travel Agents,Convenience Stores Convenient Stores,Florists,Retail outlets,Boutiques,LED Flashing Board is the latest form of commercial promotion device to cater your needs in marketing, with contents subject to various needs. Provides a lot of flexibility in the type of fonts, patterns, drawings, designs, as far as your imagination takes flight and sky is the limit. It is excellent in seasonal promotion, marketing for festivity, boosting sale, discount, special offer, opening of business, latest special events, etc.The change of colorful display by the unique flashes is appealing to the eyes of passers-by, whom you will turn into the customers for your business.

Dymo LabelWriter 450 DUO Label Printer $299.99 LabelWriter 450 Duo prints impressive address labels, shipping labels, file folder labels, name badges and more, at speeds up to 71 labels per minute. Use the included DYMO Stamps software and your Internet connection to print precise USPS-approved postage directly from your desktop without fees, contracts or monthly commitments. Label printer prints permanent DYMO D1 plastic labels in a variety of sizes and colors for durable labels for your office or workplace. Use included software to print labels directly from text in popular software programs, verify US addresses and ZIP codes, and much more. LabelWriter includes a USB cable, cleaning card, AC power adapter with cable, starter roll of Dymo Stamp labels, one D1 cassette, and a starter rolls of address labels. Label printer works with Windows XP or Windows Vista (32-bit, 64-bit) or Mac OS v10.4 or later.

Dymo LabelWriter 4XL Label Printer – Monochrome – Direct Thermal – 3.2 in/s Mono – 300 dpi – USB – Ethernet $379.99 Network-compatible thermal label printer delivers wide-format 4 printing for shipping and other applications. Ideal for text, graphics, and bar codes. Printer supports all DYMO LabelWriter label styles and sizes. Thermal printing needs no ink or toner. Printer prints 53 labels per minute or 3.2 per second with 300 dpi. Label printer is compatible with Windows, XP and Windows Vista, Mac OS X v10.4 or later. Network supported through Windows sharing or available DYMO LabelWriter Print Server. LabelWriter 4XL Printer includes standard printer drivers, USB cable, cleaning card, AC power adapter and cable, user guide, quick start guide and starter roll of 4 x 6 LabelWriter shipping labels.

Dymo LabelWriter 4XL Label Printer – Monochrome – Direct Thermal – 3.2 in/s Mono – 300 dpi – USB – Ethernet $279.99 Network-compatible thermal label printer delivers wide-format 4 printing for shipping and other applications. Ideal for text, graphics, and bar codes. Printer supports all DYMO LabelWriter label styles and sizes. Thermal printing needs no ink or toner. Printer prints 53 labels per minute or 3.2 per second with 300 dpi. Label printer is compatible with Windows, XP and Windows Vista, Mac OS X v10.4 or later. Network supported through Windows sharing or available DYMO LabelWriter Print Server. LabelWriter 4XL Printer includes standard printer drivers, USB cable, cleaning card, AC power adapter and cable, user guide, quick start guide and starter roll of 4 x 6 LabelWriter shipping labels.

ECTACO English Bulgarian electronic translator Partner EB400T $149.95 This talking EnglishBulgarianEnglish bidirectional dictionary is built on the latest text-to-speech technology to give you advanced English speech synthesis and a dictionary with over 450 000 entries which makes it a great learning tool and an extensive multipurpose linguistic resource. Effective learning curve If you need to communicate in Bulgarian regularly and want to read write and translate – this dictionary is for you. The language database is specially developed considering the experience of professional translators and is equipped with the express search function allowing you to quickly find the words you need. Clear context-sensitive Bulgarian and English word recognition. Advanced voice function for the English language. The dictionary includes over 1 100 phrases grouped by topic for easy daily communication. Large graphic screen. This 5-line screen with higher resolution makes for natural smooth font appearance and its easy on your eyes. The Users Dictionary is installed to help you memorize words easily. Vector Ultima spell-checker allows you to enter words as you hear them and pick a spelling from the suggestions list. Added functionality Universal organizer calculator business scheduler comply with the highest industry standards Built-in metric and currency converters are indispensable tools for a business traveler AC adapter PC-link options available; purchased separately

ECTACO English Latin Talking Electronic Dictionary Partner EEL400T $139.95 The EnglishLatinEnglish talking language dictionary is perfectly suited for a person who knows Latin and would like to learn English. The voice translator is in English only. Type in the Latin word and see the English text and hear the English word. Or if you have an unfamiliar English word just type it in to see the Latin text word. The English to Latin language translator is bi-directional from English to Latin to English. The talking dictionary is built on the latest text-to-speech technology to give you advanced English speech synthesis and a dictionary with over 450 000 entries which makes it a great learning tool and an extensive multipurpose linguistic resource. It has great built-in reference dictionaries: English-Latin and Latin English. Moreover this model includes an English thesaurus an additional tool for language professionals. Effective learning curve If you need to read write or translate Latin – this dictionary is for you. The language database is specially developed considering professional translators experiences and is equipped with the express search function allowing you to quickly find the word you need. Advanced English voice function. The dictionary includes over 1 200 phrases grouped by topic. Large graphic screen. This 5-line screen with higher resolution makes for natural smooth font appearance and it s easy on your eyes. Flash cards. This method is the classic way helping you memorize the words easily. Vector Ultima spell-checker allows you to enter words as you hear them and pick a spelling from the suggestions list. Added functionality Universal organizer calculator business scheduler comply to highest industry standards Built-in metric and currency converters are indispensable tools for a business traveler AC adapter PC-link options available; purchased separately In addition to the actual electronic dictionary the package includes two replaceable batteries a soft pouch for storage and carrying a bonus CD with additional software titl

ECTACO Estonian English Russian Talking Electronic Dictionary Partner EER430T $139.95 The Partner trilingual handheld is possibly one of the most powerful language tools you will ever encounter. Extraordinarily versatile functional and capable these business-class models are able to synthesize both Russian and English speech. Not only does this text-to-speech dictionary combine all the features you have come to expect from our multidirectional dictionaries but it incorporates the extended functionality of a top-of-the-line business organizer in one reasonably priced and indispensable package. Effective learning curve This is the most recent addition to our 400 series of talking dictionaries and represents the latest generation of state-of-the-art language solutions currently available. Trilingual interface QWERTY keyboard Russian standard and phonetic keyboard layouts Medical technical legal business terms as well as slang idioms and general expressions English and Russian speech synthesis Over 1 100 commonly used and emergency phrases grouped into 12 topics for easy navigation Vector Ultima spell-checker allows you to enter words as you hear them and choose a spelling from the list of suggestions New words recording function will allow you to customize your dictionary English/Estonian/Russian personal organizer for schedules and telephone numbers equipped with search function that comply with the highest industry standards Built-in metric and currency converters are indispensable tools for the business traveler for the business traveler AC adapter PC-link options available; purchased separately

ECTACO Partner Alpine EW900 Grand Multilingual Talking Electronic Dictionary and Audio PhraseBook $749.95 Unsurpassed Translation. With a massive 3 250 000 entries English Spanish English French English German English Italian English Portuguese Translating Dictionaries an easy to use bilingual translating Picture Dictionary a complete English explanatory dictionary and Full Text Translation the remarkable new EW900 Grand contains everything you need for superior translation and accurate communication. Exclusive User Dictionaries allow you to store your own personalized lists of frequently used words and a history function remembers your most recent translations to provide instant access to the information you need to understand and be understood. Scan and Read Translation. Using the included Ectaco/C-pen Handheld Scanner you can grab any text wherever you find it. Simply scan the text you want from any paper surface – a book newspaper doctor s prescriptions or a poster on the wall and you will see the scanned text on the screen. You will then be able to upload it to ECTACO translator in order to get an instant translation of individual words. In addition with the help of the included mini-USB to USB adapter and ECTACO software (sold separately) you can use the Ectaco/C-Pen to import image data to your desktop or laptop PC as well. Advanced Speech Capabilities. Delivering flawless voiced output of all the words in its enormous database with True Voice human pronunciation the EW900 Grand offers a unique chance to improve your pronunciation by hearing how a native speaker says a word or phrase. A pre-recorded word list provides access to the dictionary’s spoken entries. The world’s most advanced English Spanish French German Italian Portuguese Speech Recognition modules let you speak into the device in your own language and get an instant hands-free translation that can be spoken out loud in the target language. Dependable Audio PhraseBook. A fully functional talking translating Audio PhraseBook provides you with all the words and phrases you need to co