Celltick Technologies Ltd, which provides mobile idle screen marketing solutions, announced a partnership with Greystripe, a company that provides in-game advertising solutions for mobile phone games.
Under the terms of the agreement, the two companies will jointly distribute advertising-funded games for mobile devices through Celltick's LiveScreen Media platform.
The LiveScreen Media platform allows content providers and advertisers to broadcast targeted content and marketing messages in “teaser" format to the idle screens of mobile handsets, turning them into a network of interactive personal billboards and creating a new revenue stream for operators, Celltick officials said. By pressing the response key, subscribers are diverted to value added services (VAS) via voice, SMS, Internet or any other platform.
Stephen Dunford, Celltick's CEO, said adding Greystripe's gaming products to the ad-funded content already available through LiveScreen Media would increase the value of their content offering.
Stating that the deal confirmed, “Celltick's role at the heart of the mobile marketing ecosystem,” Dunford added that his company provided a medium through which all “players in the mobile marketing spectrum are able to benefit."
By integrating the LiveScree Media platform into its existing business, Greystripe officials said they would be able to increase the advertising opportunities available to their partners, using LiveScreen Media's targeted approach to ensure it communicates the right messages to the right customers.
Greystripe's AdWRAP technology allows consumers to download free content via a series of ad-funded portals. The deal expands Greystripe’s customer base, since they will be able to offer their games not only to their existing subscribers but also to all mobile users who have the LiveScreen Media application, company officials said.
Michael Chang, CEO of Greystripe, comments, “Working with Celltick creates a range of new marketing opportunities for our brands, which will be able to engage with a new user base in an accessible and non-intrusive fashion. Its targeted approach will increase not only the effectiveness of the adverts but also the value to the customers themselves."
Game publishers working with Greystripe include Sega, Digital Chocolate, Vivendi Games Mobile and Hands-On Mobile. Greystripe's AdWRAP technology allows consumers to download free content via a series of ad-funded portals.
Celltick systems are deployed by nearly 25 mobile operators in Europe, Asia Pacific, South America and Africa. Founded in 2000 and privately owned, Celltick is headquartered in the UK with offices in Russia, Singapore, India, Thailand and Brazil.
Nitya Prashant is a contributing editor for IoTevolutionworld. To read more of Nitya’s articles, please visit her columnist page.
