Bouygues pilots Miyowa’s MoveAD for mobile instant messaging

Rating: dynamic duo?

Miyowa?
Miyowa is an instant messaging provider passed in France. Its won a number of deployments in the past year focusing on interoperable IM services for mobile operators.

Bouygues?
Bouygues is the iMode player in France and the third mobile operator known for its innovation.

What is MoveAD?
Bouygues is piloting MoveAd – the Miyowa service that triggers advertising into mobile instant messaging.

From the press release
Olivier Laury, Director of Content at Bouygues Telecom commented, “This formula is entirely aimed and packaged for advertisers. We have very high hopes for the pilot of MoveAd. A fully-packaged service, it enriches mobile IM by providing a very powerful, mobile-centric advertising solution.”

Stéphane Hareng, VP Strategic Marketing & Customer Operations of Miyowa, said: “Miyowa continues to blaze the MIM trail – we are the first to bring advertising services to mobile instant messaging. We truly believe that mobile-centric advertising services are the way forward and a successful pilot such as Bouygues will only reinforce this.”

What we think?
I have not tested it. But I want to as it sounds almost too good to be true. I have seen Miyowa services in the past and have been impressed with the user interface; but because this is still in the pilot phase there is bound to be some trials and tribulations.

My greatest concern is the term pop-up advertising features. This sounds as though the advert can be triggered into any code on the page meaning that ticker style ads can pop up unexpectedly. Personally, I think that advertising should be in the same place constantly so not to confuse new mobile users – this also saves the number of un-necessary click through.

The issue is that IM can pop up – but IM is expected and wanted. Adverts aren’t and I would need to see the service to see how obtrusive it might be.

But, saying that. Young targeted users could live with more adverts if the IM is free. This must be the aim and goal of Bouygues and IM is the future as is mobile advertising.

More, when I have tested this.

Related News:

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2. 3 Hong Kong chooses Miyowa for its mobile instant messaging service
3. Miyowa/Bouygues ad-funded games community attracts 20,000 members in two weeks
4. NRJ signs up Miyowa for instant messaging
5. Miyowa adds mobile advertising to mobile instant messaging