Content Discovery Takes Off

Content discovery is a big issue in the mobile content industry…Celltick‘s LiveScreen technology sends alerts (effectively advertisements for mobile content) which show up on the users idle screen. Russian telco Vimpelcom launched the service in April under the name Chameleon, and since then has signed up more than 6.4 million customers to the service…and the company has just ordered another 3 million user licenses for the service, which Celltick is viewing as a vote of confidence. From reading Vimplecom’s site I think the Chameleon service is completely free (but I’m not sure) and I don’t know whether the users have to activate the service or whether it happens automatically. If they have to actively choose the service it’s a pretty impressive uptake, and even if Vimplecom offers it automatically the fact that they’re buying another swath of licenses indicates they think the service is worthwhile…
UPDATE: I’ve since been informed by Brojo Pillai of Purple Ace that the Celltick service is shipped on the SIM card.
Related stories:
Celltick Raises $11 Million
Motorola To Launch Idle-Screen Pointcast-like Service in U.S.

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