Azercell Expands LiveScreen Media Service

Azerbaijan based mobile network, Azercell Telekom is to expand its Celltick-operated idle screen broadcast channel to its entire customer base. The service, called "Simurq' which is powered by Celltick's LiveScreen Media platform was originally launched to a limited audience of 300,000. Based on the ARPU figures, Azercell has nominated Celltick to manage the service for the entire user base in cooperation with Unimark, a content aggregator in Azerbaijan.

Simurq broadcasts entertainment, news, sports, business and lifestyle teasers, as well as advertising and operator promotions, direct to the idle screens of mobile handsets, turning them into a network of synchronised, interactive personal billboards. Azercell sees Simurq as one of the big media channels in the country after TV and Radio and believes it will lead the evolution to mobile advertising.

Revenue from the service is generated by content downloads, premium content applications, and subscription services, which account for 77% of all clicks.

"Despite having aggressive targets for growth, the success of our Simurq service has exceeded expectations," comments Ali Agan, CEO at Azercell. "As well as raising content usage, Celltick's LiveScreen Media platform has enabled us to provide an exciting value added service to our subscribers, as well as raise awareness and consumption of our content catalogue. Based on Celltick's unique knowledge of this media, we believe that they are best able to help us reach even higher revenue goals by working directly with us to manage the service."

Posted to the site on 17th March 2009