MOBILE BROWSING UP 45% OVER PRIOR YEAR

TMP Directional Marketing (TMPDM) reported that browsing from mobile devices increased 45%, an astonishing amount but completely consistent with reports elsewhere. Much of the increase is attributed to the Apple iPhone. The T-Mobile G1 Android phone, scheduled to be available on October 22, will further the explosion in mobile search and browsing.

TMPDM also reported a decline of almost 10%, from 33% to 30%, in the use of Print Yellow Pages as the first source for search. While growth in search engine use wasn't nearly as dramatic, up 3.3% from 30% to 31%, as the decline in Print Yellow Pages use, it is worth noting the fact that online usage has just surpassed print use.

Other sources used first are Internet Yellow Pages, at 19%, and Local Search sites, at 11%. TMPDM concludes that marketers need to use a diverse marketing mix to reach their target audience. In addition, TMPDM SVP Gregg Stewart said that while consumers do a majority of research online, they continue to make purchases offline with a phonecall or in-store visit. Furthermore, consumer user reviews are increasing in popularity. -Stuart Whitaker, Smarajit Dasgupta

RINGRING MEDIA LAUNCHES MOBILE AD NETWORK OPTIMIZATION PLATFORM “I’AM.”

UK-based mobile ad agency RingRing Media has launched “I’AM” – a mobile advertising network optimization platform which connects publishers to a pool of advertisers. I’AM integrates with an array of local and global mobile ad networks including Admob, Millenial Media, Adshandy, Mkhoj, and BuzzCity. It automatically and dynamically routes traffic to the most relevant ad network which is achieving the highest revenue for that particular user, handset, and demographic. Publishers including Moblr, Taptu, Wapedia, and Mobikade have already signed up to the I’AM platform which has optimized over 100 millions ads since launch, across 80 territories. -Smarajit Dasgupta

KGB APPOINTS STEWART TO MOBILE & DIGITAL DIVISION

Following announcements about new initiatives into the SMS text information services space, kgb announced creation of a global Mobile & Digital division that coincides with their expansion into digital and mobile text product lines. Bruce Stewart, formerly VP and General Manager of the Connected Life Americas Division with Yahoo!, has been appointed CEO of the division. -Stuart Whitaker

KGB HOLDS PLANS CLOSE TO THE VEST

After announcing plans to introduce an SMS text service expected to increase their annual call volume from one billion to two billion, kgb has remained fairly quiet on details of their plans. However, with the stagnation in the traditional directory assistance market, providers such as kgb are clearly looking for new growth opportunities. With reports of double digit growth in kgb's 118118 text service in the UK and profitable double digit growth in information services from other providers in other countries, kgb wants to seize the opportunity in the US. There are reportedly a number of carrier trials of the new kgb service underway and are likely to be announcements soon if these trials are successful. Following activities in France, look for an iPhone application stateside soon as well. BrandRepublic and others report that VCCP has just become the twelth advertising agency on the 118 118 account, joining Agence.V, Bell Pottinger, Heneghans, Hive, Kassius, Lowe Worldwide, Naked, OMD, Resonate, Springer & Jacobi, and WCRS. VCCP is expected to work on an unidentified new campaign.
-Stuart Whitaker

ZIVA SOFTWARE LAUNCHES ZOOK ALERTS

Bangalore, India-based mobile search firm Ziva Software has launched a Zook Alerts service that enables users to create custom alerts for themselves depending on specific interests. For example, a user may choose to receive updates only for English movies playing at PVR at Forum Mall in Bangalore, instead of receiving a generic alert with different movies across the city. Zook is a “Mobile Fetch Engine” that can be accessed via mobile browsers at www.zook.in or by sending an SMS in India to 5757 5665. Zook Alerts are available for a number of different categories including deals and coupons, movie show times, events, weather, traffic updates, cricket news and scores, etc. To set alerts via SMS, users need to text in the format “alerts movies and/or” and specify keywords defining other conditions. For example, “alerts movies PVR Bangalore.” Founder and CEO of Ziva Software Dr. Ajay Sethi said, “Zook has, for the first time, introduced a personalized alerts service that gives mobile users the choice and flexibility to decide what they want to follow. This dramatically improves the usefulness and effectiveness of mobile alerts.” -Smarajit Dasgupta

NAVTEQ DEVELOPS STRATEGY FOR MAP-ENHANCED ADVANCED DRIVER ASSISTANCE SYSTEMS

NAVTEQ has developed a new Map and Positioning Engine (MPE) strategy to allow map-enhanced Advanced Driver Assistance Systems (ADAS) to be available on all vehicles, even in cars without an installed navigation system or navigable map. NAVTEQ's MPE reference solution accelerates the development of ADAS applications embedded directly in a vehicle's electronic control unit or electronic sensor. "The map and positioning engine reference solution is a fundamentally new way to think about digital maps and GPS positioning in the vehicle electronics architecture," said NAVTEQ VP of ADAS Bob Denaro. "When it comes to safety and fuel economy, the industry needs a solution that brings the value of digital maps and vehicle positioning to all vehicles. The MPE is the ideal solution for these advanced vehicle performance features." NAVTEQ said its market research indicates that interest in map enhancement of ADAS applications is strong among vehicle owners. -Smarajit Dasgupta

SAY WHERE VOICE-ENABLES IPHONE

Say Where from Dial Directions (officially Excuse Me Services, Inc.) is the first application we've seen that integrates voice commands with Apple iPhone applications. Using Say Where, users can get directions in the US from Google Maps, search for businesses on Google Maps and Yellow Pages, get reviews from Yelp, and traffic information from Traffic.com. Released on September 28 in the Apple iPhone App Store, it had, as of this writing, eighteen App Store reviews and had earned 3.5 stars out of five. Reviewers seem to feel strongly about it one way or the other. We think it is a great concept and a great first release but would like to see a few enhancements.

While the primary benefit to this application is that users can initiate queries without having to use the keyboard--useful while driving and convenient otherwise--this application would be much more convenient if it had audio prompts and responses. Because there are no audio prompts and responses, users have to keep looking at the phone in order to operate the application, which reduces the application's utility (especially if the user is driving). We also found navigating the site a bit problematic--for instance, after we specified one business category to search, we didn't see how to specify a different category.

Dial Directions' initial offering, introduced in 2007, is a voice-activated directions service reached by dialing +1 DIR-ECT-IONS. Users can also access the service via partners including Evite, Jingle Networks, and now on the Apple iPhone. Other partners include Virgin Mobile USA, Volt Delta, and Dash Navigation. -Stuart Whitaker

3 SWEDEN, JUMPTAP FORM EXCLUSIVE MOBILE ADVERTISING PARTNERSHIP

Cambridge, Massachusetts-based mobile search and advertising company JumpTap and 3 Sweden have formed a strategic mobile advertising partnership. JumpTap will be the exclusive third party provider of mobile advertising on Planet 3, 3 Sweden's mobile portal, as well as provide services for ad sales and campaign management. Advertisers will be able to target their audience with relevant and personalized ads through a range of formats. They will also have the opportunity to develop integrated mobile advertising solutions and both measure and optimize ROI. "3 Sweden has been a pioneer in mobile marketing, working successfully with big brands including Nike, SF, and Seven Eleven to attract the attention of the youth demographic," said 3 Sweden VP Nicholas Högberg. "The partnership with JumpTap allows us to greatly advance this trend and strengthen our efforts through the most innovative technology while working with world class experienced teams that have been helping to forge the entire mobile advertising industry." -Smarajit Dasgupta