Red Herring, Inc.’s “Mobile News Reader” Will Include In-Application Advertising Model

 
Cannes/Orlando/San Mateo, March 20, 2007 - Smaato Inc., pioneering developer of ad-enabling technology for mobile phones, today announced a partnership with Red Herring Inc., publisher and producer of Red Herring magazine as well as a heralded international and U.S. conference series following innovation, technology, financing and entrepreneurial activity.
 
As part of the agreement, the upcoming Red Herring Mobile News Reader will support the innovative SOMA (Smaato Open Mobile Advertising) platform, which enables dynamic response for mobile phones. This valuable news source will be at the forefront of utilizing in-application advertising for mobile phones customized for mobile readers of the Red Herring.  The Red Herring Mobile News Reader, will deliver breaking news of the award winning editorial team and is customized by its users. The prototype will be presented at the Red Herring Venture Market Europe conference in Cannes from March 25 – 27 as well as at the CTIA show in Orlando March 27 – 29.
 
"Our upcoming mobile RSS newsreader will allow us to extend our brand and content further into the mobile space. This partnership with Smaato allows us to monetize this experience and include our sponsors and advertisers into this brand new extension", comments Mindy M. Hull, VP, Business Development, Red Herring, Inc.
 
“We welcome the partnership with Red Herring and we believe that in-application advertising has a great potential – for media, brands and consumers. We believe that consumer acceptance is key for successful mobile advertising and delivering targeted ads in engaging mobile applications opens up new business models”, says Ragnar Kruse, CEO & Co-Founder Smaato Inc.
 
ABOUT SOMA
SOMA enables dynamic response advertising for mobile phones. Call and event-driven mobile advertisements are embedded in personalized and contextually relevant content. Smaato’s patent-pending mobile advertising platform SOMA is focusing on in-application advertising for mobile software on smartphones with open operating systems – supporting Palm, Blackberry, Symbian and Windows Mobile.
 
Smaato is covering the whole mobile marketing value chain with server components (mobile ad-server, reporting & tracking, end-user profiling) and ad-serving client technology on the mobile device. Advertisers using the system include Mercedes Benz, Microsoft and Allianz. Red Herring is one of the first media brands working with SOMA and distributing their content along with targeted mobile advertising. SOMA supports recommended ad-formats by the MMA (the global Mobile Marketing Association) that are contextually integrated into the mobile user-experience.
 
Smaato will demo its mobile advertising technology at CTIA, in Orlando March 27 - 29 at booth 5586.
For demo and information, meet us at CTIA. Please contact This e-mail address is being protected from spam bots, you need JavaScript enabled to view it or +1 (917) 385 0099