Mobile Content Networks, a provider of mobile search management and search revenue solutions, today announced that its mobile content merchandising program, allwords, is launching globally following its success in Japan.
Initial allwords distribution partners will include Thailand's AIS, DTAC, and TrueMove, Avea of Turkey, Scandinavia's Tele2, and myGamma.com, BuzzCity's fast growing mobile social network. MCN also confirmed that it will launch allwords in the U.S. as part of a commercial trial it is conducting with a leading mobile operator.
"With more than 25 operator and portal partners in eight countries, MCN is uniquely positioned to understand and lead trends in mobile content discovery and promotion," said MCN CEO Marc Bookman "In Japan we've proven that MCN-powered Search Merchandising solutions provide the fastest, most profitable connections between mobile users and digital content and commerce items they can consume via their phones and now we are taking the allwords(sm) value proposition global."
In 2007 allwords was launched by MCN in Japan as an outgrowth of its mobile search applications on NTT DoCoMo's iMode portal and with Yahoo! Mobile Japan. allwords enables mobile content providers to purchase all keywords in popular vertical content categories, such as music, images, games and shopping – to bring mobile users directly to the content item – not a link or a page -that they can click on and purchase. Mobile content providers and their agencies directly manage advertising budgets and content category promotions, measure user response directly, and adapt quickly to changes in user interests to maximize sales.
"Mobile operators and portals, and the content providers who depend on them, are constantly searching for the most direct, cost-effective, and profitable way to promote digital content discovery and transactions," said leading mobile advertising industry analyst Chetan Sharma, president, Chetan Sharma and Associates. "With allwords I think they've found it. allwords looks like a win-win, generating new revenue for operators and higher conversions for content providers."
"allwords is the highest performing mobile content promotion program in Japan." said Mr. Hirotaka Fukuoka, Senior Vice President of Opt, one of Japan's leading interactive advertising firms and an MCN allwords sales partner. "Content providers are getting higher click-throughs and conversions and a significantly better cost of acquisition with allwords than with any other paid search or advertising program, and we are adding new partners weekly as they continue to shift marketing spend to the direct value that allwords delivers."