ChangingWorlds Addresses the Mobile Marketing Forum in New York City

Executive Reveals 'The Dilemma of Targeted Mobile Advertising'

NEW YORK, June 11 /PRNewswire/ -- Speaking at the Mobile Marketing Forum taking place in New York today, Stephen Oman, Global Program Director for mobile data personalization company ChangingWorlds, described the necessity of contextual and behavioral personalization to ensure the success of mobile advertising. More than 700 delegates from throughout the U.S. and beyond converged on New York for the Mobile Marketing Forum where thought leaders shared their expertise and experience in this exciting and emerging industry.

Addressing the delegation which comprised U.S. carriers, leading brands such as Adidas, CocaCola & Budweiser and a plethora of advertising agencies, Mr. Oman described the necessity of implicit behavioral profiling to ensure the success of mobile advertising and the need to re-address the definition of targeted advertising in the mobile environment.

Mr. Oman explained, "Advertising is another form of content that must be highly personalized over mobile and not just using basic demographic profiling. Highly targeted and relevant mobile adverts, far beyond the level achieved in traditional methods of advertising, must be realized."

In-depth subscriber intelligence which implicitly or automatically learns about the interests and content preferences of individual subscribers is absolutely essential for the mobile environment where a very personal device must offer only information and advertising that is strictly related to personal interests. During his presentation Mr. Oman revealed that research carried out by ChangingWorlds with personalized adverts in a leading European mobile operator, saw increases of over 60 percent in click-thru rates.

He also described what he coined as the 'Dilemma of targeted mobile advertising' as "the intimate relationship that exists between subscribers and their mobile handsets that can be used to great effect (learning about the content preferences of individual users and communities and tailoring advertising content accordingly), but that abusing this relationship will ultimately lead to failure."

According to ChangingWorlds, realizing the full potential of mobile advertising means resolving this dilemma, by ensuring that relevant mobile advertising content is delivered to the right subscriber at the right time, thereby providing subscribers with an enriched mobile information experience that is enhanced by relevant advertising content, rather than corrupted by spam.

Mr. Oman emphasized that Mobile Advertising Relevance will have a triple benefit -- for the operator, for the subscriber and for the ad agency. "Relevance will allow mobile operators to deliver greatly increased click-through rates from advertising placements by ensuring that the right users are presented with the right adverts at the right time. And relevance will also allow mobile operators to protect their subscribers from unwanted, irrelevant content promotions. At the same time relevance will, for the end user, transform advertising into another form of high-value content that is every bit as relevant to their needs as non-advertising mobile content. And finally, relevance will allow advertisers large and small to generate a compelling return on investment from the mobile channel, in contrast to other advertising channels."

The notion of implicit, intelligent personalization has been championed and pioneered by ChangingWorlds since the inception of the Mobile Internet as the key to unlocking the potential of the Mobile Internet and associated services such as mobile advertising.

About ChangingWorlds

ChangingWorlds is the global expert in the personalization of Mobile Internet data and the creation of in-depth subscriber intelligence for mobile operators.

Since its inception, the company has championed and pioneered the need for the intelligent delivery of personalized content to ensure the success of the Mobile Internet and associated services. These efforts have proven successful and today more than 50 mobile operators worldwide have implemented the ClixSmart Personalization & Mobile Internet Platform solution.

ChangingWorlds has continued to blaze the trail for personalized mobile content discovery, delivering innovative personalization solutions for mobile portal navigation, mobile search, mobile advertising, and content recommendations both on and off- deck.

ChangingWorlds' suite of personalization solutions provides targeting and personalization technology that accelerates content discovery and individualizes the user experience of the Mobile Internet. Results from implementations of the ClixSmart Personalization solution, for example, have shown a significant increase of Mobile Internet ARPU (Average Revenue Per User) and a 30 percent increase in Mobile Internet traffic.

ChangingWorlds' customer base worldwide includes Vodafone Global, the O2 Group, T-mobile, TeliaSonera, CSL Hong Kong and Celcom Malaysia. The company employs over 140 highly qualified staff in its headquarters in Ireland (Dublin), in Malaysia (Kuala Lumpur), and in the U.S. (San Francisco).