ChangingWorlds Announces US Launch of AdPersonalizer for Targeted Mobile Advertising

CTIA, LAS VEGAS, NV – April 1st, 2008 – ChangingWorlds, the global expert in Personalization for mobile data and Subscriber Intelligence today introduced its unique personalization solution for Mobile Advertising to US carriers at CTIA in Las Vegas. With the launch of ClixSmart Ad Personalizer, ChangingWorlds’ brings its unique personalization technology and subscriber intelligence creation capabilities to mobile advertising.

At their exhibition booth in CTIA, ChangingWorlds will demonstrate how ClixSmart AdPersonalizer intelligently delivers personalized advertisements to users in a relevant, targeted, contextual and timely manner that is device- and network-agnostic.

ClixSmart Ad Personalizer uses the unique personalization features of the ClixSmart Relevance Engine to identify, select, and deliver the most relevant advertising content to the right subscriber at the right time. The ClixSmart Relevance Engine combines two unique technologies that have been developed by ChangingWorlds to deliver highly targeted mobile advertising that reflects behavioural and contextual factors as well as the inherent content preferences of each individual subscriber. This ensures that mobile advertising revenue is maximized by optimizing inventory throughput and click-through rates.

Using a technology called User-Community Preferences (UCPs), the ClixSmart Relevance Engine can develop an enhanced view of subscriber preferences & behaviour that combines the interests of the individual subscriber (user) with the preferences of like-minded subscribers (communities). Also the ClixSmart Relevance Engine creates an Ad Signature for each individual ad which defines the important characteristics of an ad that makes it relevant for particular users.

Speaking today Professor Barry Smyth, Co-Founder & Chief Scientist of ChangingWorlds said, “Advertising is another form of content that must be highly personalized over mobile and not just using basic demographic or superficial profiling. Simply delivering an advert based on age, sex, handset type and location is not good enough and will be intrusive and off-putting for mobile internet users,” he continued “ChangingWorlds is unrivalled in its ability to implicitly create individual behavioural and community subscriber intelligence by analyzing on deck and off deck usage and such subscriber intelligence is essential to the success of mobile advertising.”
ChangingWorlds’ personalization & subscriber intelligence technology has won numerous prestigious innovation awards from leading technology groups such as the American Association of Artificial Intelligence (AAAI) and most recently ChangingWorlds was granted a ‘Deployed Application Award’ by the AAAI for its Personalized Intelligent Content Discovery for the Mobile Internet.

Also speaking today, ChangingWorlds CEO David Moran said “Since the inception of ChangingWorlds, we have championed and pioneered the need for intelligently personalized delivery of content to ensure the success of the Mobile Internet. Having delivered our personalization technology in more than 50 mobile operators worldwide, it is now widely accepted that personalization is absolutely essential for mobile data delivery and this has never been more important than for mobile advertising. The ClixSmart Ad Personalizer solution combines the three essential ingredients of successful mobile advertising – ad inventory, subscriber intelligence, personal relevance – to offer mobile subscribers an enriched and personalized mobile advertising experience.”

Ends

About ChangingWorlds

ChangingWorlds is the market-leading provider of intelligent personalization and wireless portal products to the telecommunications industry. Based on advanced artificial intelligence technology, the company’s ClixSmart™ Intelligent Portal platform offers a personalized content discovery solution that enhances content relevance and optimizes the user experience of the mobile internet, resulting in greater ARPU (Average Revenue Per User) for the mobile operator. Results from implementations of the ClixSmart Intelligent Portal Platform have shown an increase of mobile internet ARPU (Average Revenue Per User) and mobile internet traffic by up to 30%.
Proven in market as a high-performance, scalable and carrier-grade mobile data personalization, ClixSmart is used by over 50 operators worldwide including the Vodafone Global Group, O2 UK & O2 Germany, the TeliaSonera Group, T-Mobile Austria, Celcom Malaysia and Hong Kong CSL. ChangingWorlds was founded in 1999 and is privately owned. The company now employs over 125 highly qualified staff in Ireland (Dublin), Malaysia (Kuala Lumpur) and USA (San Francisco).