smart taps 3ple-media's gsma award winning mercurytm to push mobile
Multimedia Infotainment Services with the World's Largest and 'Most
Innovative' Multimedia Platform
Following last night's announcement at the Mobile Asia Congress, Macau,
that 3ple-Media's MercuryTM has won the GSMA's prestigious Mobile
Innovation Award for Most Innovative Carrier Infrastructure, 3ple-Media
today announced that the Philippines' leading wireless services
provider, Smart Communications, Inc. (SMART), has installed the Mobile
Multimedia platform MercuryTM, which incorporates WAP, Video, and the
world's largest MMSC.
The system is being run on high performance IBM System x servers and is
capable of delivering over 1,000 MMS per second. The MercuryTM
installation confirms SMART's belief in push Mobile Multimedia as the
infotainment channel of choice for their 28.3 million subscriber base.
'News Bites' is the first of a rolling programme of new multimedia
services to be launched by SMART using the MercuryTM platform. This
compelling news service includes headline topics, weather and horoscope
information, in addition to well-positioned, precision-targeted
advertising. Plans for future services launched with MercuryTM include
'live' sports updates and Customer Relationship Management services that
make best use of continually updated knowledge of their subscribers'
behaviours, preferences and handset capabilities.
The comprehensive MercuryTM platform allows operators such as SMART to
take advantage of the holistic benefits of an end-to-end push multimedia
environment in which they retain control of the lucrative and rapidly
growing content value chain. Subscribers benefit from the powerful
combination of relevant content with 'live' broadcast delivery
standards. The controlled environment also underscores inherent service
assurances for subscribers such as anti-spam, virus protection and the
opt-in preferences that they have come to expect from their operator.
The MercuryTM platform breaks new ground in debunking the myth that
mobile advertising can't provide the ROI and results-based analytics of
online counterpart solutions. In reality, advertisers can wholly account
for their spend as the MercuryTM solution delivers complete campaign
analysis as it happens, including the tracking of viral campaigns.
Equipped with a plethora of information, advertisers can continually
refine and target campaigns for precision results on a cost-per-message
measurement basis.
Danilo J. Mojica, Head of SMART's Wireless Consumer Division, says,
"Mobile has become the single most powerful platform for directly
communicating on a personal level with consumers. Advertisers' budgets
are shifting to communications vehicles with greater sales
accountability, such as mobile. With solutions like 3ple-Media's Mercury
platform, operators can occupy a significant position in the value chain
of content, analytics and revenues."
SMART expects mobile trends seen in SMS campaigns to translate well into
the multimedia environment with high response to ads offering
promotions, discounts, raffles and tips. The campaign building
functionality within the MercuryTM platform not only translates to
record delivery times for services but also supports a creative and
collaborative environment in which SMART can build, manage and
distribute their own content or work securely with third parties, such
as brands and agencies in developing compelling multimedia-rich
services. The flexibility of this means SMART and their third-party
content partners can utilise any combination of image, audio, text and
video in developing new campaigns or services.
To find out more about 3ple-Media's MercuryTM platform and Mobile
Multimedia Push, visit:
www.3ple-Media.com
