Mobile Content Networks, mobile search specialist, today announced multiple deployments with Fox Mobile Distribution. The Fox Mobile content sites Jamba and Jamster will be using the MCN allwords vertical search engine worldwide. The service will initially launch in Thailand and Sweden, expanding to other regions later.
allwords is a tightly-focused, vertical paid search program. It’s specifically designed for mobile content providers that sell content in high value categories like Music, Images, Games, Video, Shopping, etc. Because it’s so highly category-based, it allows marketing spend to be focused directly on the consumer at the moment of highest interest in a transaction.
From the release:
“Success in the intensely competitive mobile content industry depends on great content, great customer service, and the most efficient and effective customer acquisition programs,” said Kaj Hagros, COO of Fox Mobile Distribution. “This partnership is another step to accelerate our endeavor to have mobile content contextually integrated with consumer’s browse and search activities, and also supports our efforts to extend our global leadership in mobile content distribution.”
“MCN is focused on what we call ‘Search Merchandising’ with the goal of creating the most direct, profitable connections between mobile users and the content they want on their phones. We’re delighted to add Jamba and Jamster to our growing roster of nearly 200 world-class content providers and to have them adopt allwords(sm) across so many markets simultaneously,” said MCN CEO Marc Bookman. “The fact that Fox Mobile Distribution, with its massive annual investment in traditional media and online promotion, is adopting allwords(sm) demonstrates its effectiveness at delivering higher clickthroughs and conversions for both subscription and download services.”
What we think?
allwords has gained a lot of recognition in the mobile space. Visiongain called it the most innovative mobile marketing development of 2008, and it was named one of the EContent “100 Companies Who Matter Most in Digital Content” in 2008. I can see why – allwords has exploited it’s niche admirably, and has done incredible business considering it was only launched last year.