MWC: Mobile Advertising chat with Mobixell’s Senior VP of Marketing Avichai Levy

by: Bena Roberts Tuesday, February 19th, 2008

I have known Avichai Levy for a while now and interviewed him on several occasions. But this time he was flying the flag for Mobixell.Mobiixell will be a competitive threat to the likes of Amobee by pushing adverts to clients via the server (where it already sits on many operator platforms). So its not going to serve adverts, but partner for the inventory and push the adverts at the best quality possible – from the operators network.

So basically, Mobixell is a software company now pushing its mobile advertising capabilities. I asked Avichai Levy if this was just another “me too” and where the competitive advantage was.He said that ad serving from within the network was proven to deliver the best quality. But on top that with the analytics available from the mobile operator – Mobixell is one of the few that can really deliver targeted adverts. Independent companies not already in the network play guessing games and usually get targeting wrong – but not Mobixell.

But knowing Avichai’s search background, I steered my questions away from the obvious and we spoke about LBS and the potential of this for the operators, ad providers and solution companies. He said that the only way to marry LBS and advertising was to use the operator. The operator knows where consumers are and from inside the network with the analytics – Mobixell can deliver the right targeted ads for LBS or even mobile social networks. The rich media potential is also vital and video ads will become just as regular as banners or text when in network server technology was used.

Rating: one to watch