ALLTEL WIRELESS LAUNCHES IDLE SCREEN-BASED CONTENT AND ADVERTISING SOLUTION

Alltel Wireless has launched a customized interactive content service called Alltel Perks, which delivers sports scores, weather information, trivia, etc directly to the idle screen of customers’ phones. One needs to download the free Alltel Perks application from the Alltel Shop to receive content even when the handset is not in use. The content may also include discount offers from local merchants and coupons for restaurants. The service, powered by Mobile Posse, is fully customizable based on consumer preference and feedback. It delivers content based on the customers’ ZIP code, age, and gender, in addition to providing information and offers related to specific times of day and days of the week. Delivered messages are maintained in the “Recent Offer Menu” folder for a short period of time, so customers can take advantage of the current offers and discounts. As offers are pushed onto the handset, users can open the banner to display more content by selecting the “View” hot button as indicated on the phone. If any other button is selected the offer will go away. Airtime charges may be applicable for the service. “The launch of Alltel Perks represents an innovative way for our customers to receive offers and information that is of interest, while providing marketers a powerful vehicle for reaching potential customers wherever they may be,” said Jeff Giard, Alltel’s VP of product development and mobile advertising. “As handsets continue to evolve into entertainment, media and content delivery devices, Alltel continues to provide our customers with the most useful services and applications, such as Alltel Perks.” -Smarajit Dasgupta