Back in 2000, imagining a world where mobile phones would be more essential to us than such everyday items as car keys would have been held as pure science fiction.
Today, with a penetration rate of 100% in Europe, mobile phones have become just as commonplace as they are unique.
Why unique? Because they serve to immortalise our own private world with holiday snaps, favourite music and family videos.
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The mobile Internet has naturally gone on to become a new interactive medium. At least 40 million mobile users in Europe log in to keep track of the latest sports results, stock market fluctuations and the weather, and are now starting to create communities of interest. Mobile users take full advantage of the fabulous level of flexibility inherent in mobile phones for expressing themselves, sharing and interacting anytime, anyplace, anywhere.
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Which advertiser has never worried about whether their target end-user was in fact in front of the television or radio when their commercial was played? Better yet, which distributor has never dreamt of seeing customers pouring in just a few minutes after the special offer was advertised?
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Mobile is an extraordinary vehicle for brands looking to establish a new relationship with their customers.
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The main traffic-generating sites on the mobile Internet are increasingly concerned about offering their users high-quality content. Creating high-quality content specific to the mobile phone is necessary, but is also becoming increasingly expensive to produce. Therefore advertising comes in as a natural source of funding to sponsor content and make it more affordable and accessible to end-users.
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Our continued belief in the future of the mobile media is what has driven us to build a first advertising platform. We will continue to be fully dedicated to forge long-lasting relationships between the brands, portals and mobile population.