Thailand Based Mobile Marketing Service Achieves 12 Million Users

Thailand's AIS has announced that its interactive content and mobile marketing service mLIVE! has achieved 50 per cent penetration of its subscriber base. Since the service was launched two years ago by AIS in partnership with Celltick, it has proven to be a highly successful value-added service for the operator.

Based on Celltick's LiveScreen Media platform, mLIVE! uses cell broadcast technology to turn subscribers' mobile screens into personal interactive billboards. This is achieved by sending 'content bites' or 'teaser messages' to the idle-screen when the device is not in use.

Since its inception, the service has generated significant SMS and WAP traffic for AIS, with approximately two million transactions taking place a month. Over 15 per cent of the users click through regularly, generating an average of 8.5 transactions per clicking customer per month.

Today, 20 per cent of mLIVE!'s revenue is generated through advertising.

Mr. Prattana Leelapanang, AVP Wireless Business Marketing of AIS said "Exploiting the opportunity to expand the Mobile Advertising and Interactive Service markets, AIS has introduced mLIVE! to convey information connecting to advertising and public relations which receive good responses. As a continuing promotion for the mobile advertising market, mLIVE! serves as an application that strongly supports this approach."

As part of the ongoing relationship with AIS, Celltick is working to reduce the size of its application so it can built into smaller SIM cards.

Posted to the site on 3rd October 2007