26-11-2007 Subscriber Intelligence is the key to Mobile Advertising and Content Discovery says ChangingWorlds at SDP Asia Summit

 

Singapore, Monday, November 26th 2007 –

 

ChangingWorlds leading provider of advanced personalization and content discovery solutions for the mobile internet, today led the pre-conference workshop at the SDP Asia Summit in Singapore.

 

The purpose of the SDP Asia Summit is to examine the latest SDP market trends, business opportunities, technical developments and strategies for the successful delivery of profitable value added services. In attendance were several of the leading mobile operators in Asia including AIS, SingTel, Bharti Airtel and KDDI.

 

Chaired by ChangingWorlds’ Technical Director for Asia Michael Breen, the pre-conference workshop focused on examining how to achieve efficient service lifecycle management to support the rapid rollout, operation and retirement of services.

 

Michael Breen also presented a paper at the end of the Pre Conference Workshop on the importance of personalized content discovery for mobile portals and mobile advertising. Michael has extensive experience developing next generation mobile internet services having previously worked for O2 UK where he was responsible for the O2 Active Portal. He was also a founder member of Genie (a British Telecom venture that later became O2) which delivered advanced mobile data services to over 12 million customers in Europe and South-East Asia.

 

Throughout his presentation he concentrated on the challenge of mobile content discovery and the importance of using a highly advanced personalization and mobile subscriber intelligence solution to drive mobile internet revenues. Drawing on ChangingWorlds’ expertise in this area, Michael outlined how the key elements of subscriber intelligence and content relevance are essential in order to drive mobile portal usage and to ensure mobile advertising success.

 

According to Michael “Without in-depth knowledge of subscribers, any mobile data campaigns, recommendations or services that are provided to subscribers will be of marginal value at best and may in fact alienate subscribers from the mobile data portal.”

 

His presentation outlined that the key enabling technology for mobile internet and mobile advertising is the rich subscriber intelligence which is intelligently learnt from a subscriber’s use of mobile data services, navigation patterns and content consumption. Using this type of subscriber intelligence ChangingWorlds has made mobile portal content relevant to the needs and preferences of millions subscribers worldwide and in doing so has learnt over 1 billion preference content items and has personalized over 6 Billion content items . Today ChangingWorlds is applying this expertise to building real time subscriber intelligence and in delivering high relevancy to mobile advertising content.

 

Michael emphasized ChangingWorlds expertise in this area “ChangingWorlds generates the most superior type of relevance for mobile content and mobile advertising. By using a range of artificial intelligence techniques, based on more than 13 years of advanced research in the field of mobile portal optimization and content discovery, ChangingWorlds has demonstrated a proven and unrivalled ability to implicitly capture vital subscriber intelligence on a user-by-user basis. The way in which ChangingWorlds uses this subscriber intelligence to deliver relevant mobile advertising is revolutionary and results have shown the most significant increases in click-through rates achieved to date for mobile advertising.”
Ultimately, the key for mobile advertising success and also the key to driving the widespread adoption of the mobile internet is the use of in-depth subscriber intelligence to deliver relevant mobile data services. Mobile operators that adopt this strategy will take full advantage of mobile advertising, while at the same time protecting the integrity of the mobile internet experience and growing ARPU.

Ends

 

About ChangingWorlds
ChangingWorlds is the market-leading provider of intelligent personalization and wireless portal products to the telecommunications industry. Based on advanced artificial intelligence technology, the company’s ClixSmart™ Intelligent Portal platform offers a personalized content discovery solution that enhances content relevance and optimizes the user experience of the wireless internet, resulting in greater ARPU (Average Revenue Per User) for the network operator.

Proven in market as a high-performance, scalable and carrier-grade wireless portal solution, ClixSmart is used by over 45 mobile operators worldwide including the Vodafone Global Group, O2 UK & O2 Germany, the TeliaSonera Group, Celcom Malaysia and Hong Kong CSL ChangingWorlds was founded in 1999 and is privately owned. The company now employs over one hundred highly qualified staff in Ireland (Dublin), Malaysia (Kuala Lumpur) and USA (San Francisco).

 

About The SDP Alliance
The SDP Alliance is the collaboration of seven telecoms software product companies, all established leading vendors of category-defining products: Aepona, ChangingWorlds, Cibenix, Mobile Cohesion, Openet and Xiam.

Because of market feedback, vendors now realize that the key to the construction of a cost effective, customised end-to-end SDP is a solution based on best of breed products that are pre-integrated with internal and external enablers. The SDP Alliance was therefore established in Q4-2006 to devise a pre-integrated, end-to-end solution that offers a:
• Highly reliable and scalable 'out-of-the-box' solution
• Flexible architecture
• Rapid return on investment

 

Press Contact:
Kathrina Gallogly
Marketing Manager
ChangingWorlds Ltd.
Tel: +353-1-4359806
Mobile: +353-87-2797362
Email: kathrina.gallogly@changingworlds.com

 

 

 

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