Christie's is using SMS-based text alert and messaging technology to expand its reach and allow potential art buyers to stay abreast of the latest auction activity.
The free service, launched this week, will provide the keenest of art collectors with text alerts informing them of upcoming auction items of interest, as well as the ability to track real-time results in virtual auctions over their mobiles, wherever in the world they might be.
Users can sign up for the service from provider Clickatell by enrolling via the Christie's website.
"By providing text alerts, we are giving our customers instant access to auction and price updates anywhere, anytime - allowing them to be the first to know of unique or rare listings," said Andrew Seltzer, assistant vice president and global operations project manager for Christie's.
The auctioneer already offers real-time auction coverage and bidding online, but Seltzer added: "As people around the world continue to become more and more mobile, they don't want to be tied to their PCs to get the latest information - using their cell phone, they can go about their daily lives and stay informed."
