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Mobile Advertising Rewards - A new way for MNO's to attract subscribers?
Anant Tailor

A company named 'MyScreen' recently landed a deal with Latin America's largest mobile operator, America Movil to launch an advertising service with carriers in Mexico, Brazil, and Argentina.  MyScreen provides a service that shows a full-screen mobile advertisement each time a subscriber completes a call.  The user can click on the ad to learn more or press 'End' to exit the advertisement.  For viewing the ad, the subscriber will be rewarded (e.g.. 10 Free Text Messages for every ad viewed), therefore providing an incentive to view as many ads as possible.  The MyScreen platform has the ability to impose limits to prevent abuse, and the rewards can be catered based on the specific market.  

The overall model is quite simple - Advertisers enter into a deal with MyScreen who distributes the advertisements to subscribers of the carriers with whom they have contracts.  Each party receives a cut of the money spent by the advertiser, and the subscriber is rewarded for viewing the ad.

A recent Nielsen study showed that only 10 percent of Americans were open to getting advertising on their phones, but that number increased to 32 percent if it could help to lower their bill. 

MyScreen has reportedly secured $1.5 million in advertising commitments.  The company is headquartered in Toronto, and is headed by Nokia's former head of Latin America, Maurizio Angelone.

The ad service would be built into the phones sold by the operator, and could also be downloaded by existing customers.

For operators that are looking for new opportunities to attract customers and generate new streams of revenue, this is definitely worth a look.

To learn more about MyScreen, go to http://www.myscreen.com/
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Posted on: Friday, March 26, 2010


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 Anant Tailor's Bio

Name:  
Anant Tailor

Mr. Tailor is a highly regarded solution delivery expert with more than 10 years of experience in heading large business system integration initiatives. He has led the successful end-to-end delivery of numerous telecom operation support system (OSS) programs in the areas of order management, service fulfilment and service assurance; mobile financial services platform initiatives; and Web-based application implementations.

 

Mr. Tailor’s telecom experience encompasses both wire line and wireless, with a thorough understanding of their business and operational aspects. In the area of mobile financial services, Mr. Tailor has an extensive comprehension of mobile marketing, mobile remittance and mobile wallet functions. He is keenly attuned to the business needs of mobile finance service companies and the demands of their customers.

 

Prior to joining DonRiver, Mr. Tailor was a manager at a global IT and management consulting firm, where he was esteemed for his knowledge of telecom OSS and systems integration. Within DonRiver, Mr. Tailor is responsible for the company’s IT systems and processes, and he holds both client-facing and internal leadership functions. His client-facing duties include business case definition, project strategy design, project scope planning, as well as overall project management.

 

Mr. Tailor holds a bachelor’s degree in Electrical Engineering from McMaster University in Ontario, Canada, and a Diploma in Marketing & Competitive Intelligence from the University of Torornto.