Softage Inc Develops Cell Phone Advertising Platform and Gets Involved in the New Business Sector

Recently, the voice that Mobile Phone to become the so-called "Fifth Generation Media" has risen up world widely. Mobile phone has demonstrated public with its capabilities to provide wireless and movable entertainment, information and communication. Media companies and advertising companies have paid great attention to this market, and mainly want to start with cell phone advertising business.
Business analysts have pointed out the three advantages to start mobile phone advertising:

• Compared with dynamical decrease of users and audience of traditional media, mobile phone as "Fifth Generation Media" has been attracting an incredibly large amount of audiences.
  
• The effect of mobile phone advertising is recordable, traceable. Specially, based on mobile operator’s back-end tracing system, precise and complex statistics functions can be implemented.
  
• Mobile phone provides "point to point" communication channel by 24 hours, with help of powerful mobile phone user database, companies can carry out precise targeting customer marketing campaign.

Under this background, Softage development team started implementation of Mobile Phone Multi-media Platform project (MPMP, in short as MP2). Based on WAP Push and MMS technology, MP2 platform enables media and advertising companies with multi-media (video, audio, games, flash) transferring function. Media and advertising companies could set up very specific mobile phone users’ characteristics, setting the geographical location of the users and then edit customized advertisement to send. One big success is that MP2 platform will supply mobile phone users with a "person to person file transferring" function, mobile phone user can transfer big size of file (including format of video/audio/image) to other people. This function will be highly useful for business persons and people who like to share information with others instantly. The other success of MP2 platform is its business idea, cell phone users could gain credits if they accept advertisement from MP2 platform and they can withdraw their credits from platform for cash or presents.

Softage Inc does not carry out the business solely but with its partner Beijing Datacomo Telecommunication Company, Softage and Datacomo will firstly experiment the business in China with its 420 million mobile phone users. Currently, MP2 platform business has set up wide strategic alliance with Chinese local WAP Service Provider. More important, MP2 platform has drawn China mobile operators’ attraction and interest, mobile operator China Unicom has started preparation for this new business platform.

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