The Challenges
Mobile advertising, as we know it, has many forms:

• Messaging (SMS and MMS)
• Idle screen
• In-application (e.g. browser, game)
• Mobile web
• Mobile search

and more to come…

However these forms of mobile advertising are problematic.

• They enable a limited number of daily interactions
• They may be too annoying (SMS/MMS)
• They require a user to be active (web browsing, applications, games)
• They may require infrastructure and heavy integration with the network

The Solution
Mobiliad’s AdTone is a patent pending system that overcomes many of the challenges of mobile advertising. AdTone displays personalized ads when the subscriber is most likely to see them… When there’s an incoming call or SMS and when the call ends. AdTone does not interfere with the phone’s default functionality providing the subscriber with unobtrusive advertising.

The Platform
Adtone is a complete platform for delivering personalized, interactive mobile advertising. The platform is comprised of a device specific client and a robust, hosted campaign management application. The AdTone client occasionally downloads relevant advertisements from the server over a standard data connection. AdTone’s offline paradigm lowers the cost of delivery and ensures seamless operation across networks.

AdTone is designed for Symbian (Series 60 & UIQ), Windows Mobile and future MIDP3 and STK3 phones. Smartphones are the highest growing segment of the market and are expected to reach 50% of new phone sales by 2011.

AdTone campaigns can include interactive “call to actions” which launch a web link, an outbound SMS/MMS or initiate a call directly from the ad view. AdTone ads are also accessible on-demand via an interactive AdBrowser application which enables subscribers to:

• Browse through downloaded ads
• Interact with the advertisers through web, SMS/MMS or voice
• Virally send the ad or it’s link to a friend via SMS/MMS

Advertisers
AdTone allows advertisers to manage flexible, targeted campaigns. Personalized ads are served according to targeting information managed on the server. Campaigns can have attributes such as schedule and frequency. AdTone can support CPM, CPC, CPA models and can be integrated with existing inventory management systems. The system provides online campaign tracking enabling advertisers to better manage their campaigns. Ad views and interaction statistics are uploaded to the campaign management server every time the client connects.