Smaato and MobiComp partner to provide operators with a new way of pushing personalised advertising to mobile subscribers

A new way of presenting mobile adverts to subscribers has been launched by MobiComp, a mobile computing and wireless solutions provider, and Smaato, a developer of ad-enabling technology for mobile phones.
 
The two companies have worked together to integrate Smaato's targeted advertising service with MobiComp's Active mTicker platform to drive data traffic and generate additional revenues for operators.from advertisers.
 
Active mTicker pushes personalised information to phone users via an always-on, scrolling ticker that runs along the bottom of the screen when the device is in idle mode.  This partnership with Smaato will enable operators to incorporate targeted advertising into these messages.  When users see a message, piece of content or service that interests them, they can access further information through a single click.
 
MobiComp's Active mTicker was specifically developed to solve two problems common in the majority of mobile markets across the globe: end users simply not clicking through to access mobile content as they don't know how to find items of interest: and operators needing to find a way of seizing back the initiative and pushing personalised content, products, services and advertising to their users
 
Active mTicker is claimed to have already achieved 'astounding' results for its first major operator, TMN which is a subsidiary of the Portugal Telecom Group and the largest mobile telecommunications provider in Portugal.
 
Launched in November 2006, over 100,000 customers are claimed to regularly use Flash TMN (TMN brand for Active mTicker), with more than 60 per cent actively using the service and receiving a variety of news feeds delivered every 30 minutes direct to their handsets.
 
By integrating Smaato's mobile advertising platform SOMA (Smaato Open Mobile Advertising) with Active mTicker targeted advertising can be sent to mobile subscribers.
 
Carlos Oliveira, CEO at MobiComp, said: "This is a low-risk, high-value service for operators of all sizes who want to increase their revenues.  Together with Smaato we now offer an innovative, ready to market way for operators to fully exploit the opportunities of mobile advertising while driving the uptake of mobile data services".
 
Smaato's SOMA (Smaato Open Mobile Advertising) enables dynamic response advertising for mobile phones. Call and event-driven mobile advertisements are embedded in personalised and contextually relevant content. Smaato's patent-pending mobile advertising platform SOMA is focusing on in-application advertising for mobile software on smartphones with open operating systems – supporting Palm, Blackberry, Symbian and Windows Mobile.
 
Ragnar Kruse, CEO of Smaato, said:  "MobiComp's Active mTicker content discovery system is unique.  Combined with our advertising know-how this is a win-win for mobile operators looking to increase revenues".