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Celltick to Manage Dialog's "Idle Screen" Advertising Platform
Editor on 01 May, 2008 14:44:09 | 1164 times read
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Sri Lankan operator, Dialog has appointed Celltick to manage its interactive mobile media service Zero77 LIVE. Under the agreement, Celltick will be responsible for raising revenues for Dialog by managing all aspects of the service including editorial content, programming, content alliances and advertising sales.Zero77 LIVE, powered by Celltick’s LiveScreen Media, began broadcasting to a test subscriber base of 120,000 and is now open to all Dialog subscribers. Zero77 LIVE delivers carefully targeted content and marketing messages directly to subscribers' mobile idle screens, turning them into a network of synchronised, interactive personal billboards. Since its launch in 2003, the service’s popularity has grown phenomenally, and in December 2006, Dialog had to extend the service to keep up with subscriber demand. As well as providing a Value Added Service to subscribers, Zero77 LIVE has proven to increase Dialog’s ARPU and provide strong revenue streams from advertising. In the new agreement, in which the service will reach all of Dialog's four and a half million subscribers, Celltick and Dialog expect to raise ARPU even further, due to revenues stemming from a well targeted mix of content and advertising messages. Stephen Dunford, CEO of Celltick said, “We are now managing mobile media services for a number of our customer operators and have seen strong results across the board. As the market leader in mobile marketing on the idle screen, we are in a perfect position to manage Zero77 LIVE and to deliver the results Dialog is aiming for.” Celltick recently evolved its business strategy from a license based model to one of Managed Services. Under the new proposition, Celltick will distribute unlimited licenses at no cost to mobile operators and will be responsible for managing all aspects of the LiveScreen Media service.
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