Mobile screen-saver offers media platform

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Celltick (the mobile content firm headquartered in London) is to help AIS Thailand (the largest mobile operator in Thailand) to expand its content discovery service, mLive! to reach 8 million subscribers by the end of the year. mLive! broadcasts streams of content teasers directly across the idle screen of user’s mobile phones like a screensaver, with subscribers offered “personalized content and promotions”. mLIVE! users see streams of free news headlines, sport reports, weather updates, music stories, gossip, horoscopes and games as well as prize winning trivia and quizzes directly on their idle screens. The messages appear silently only when the phone is not in use, letting users access a variety of content and data services with a two-click reaction. Sponsored content and cross media campaigns form the main content. AIS says that during its first year of operation over 40% of subscribers used mLIVE! on a monthly basis, with over 300,000 downloads a day. The service will become available for 8 million users by the end of the year and then extended to the majority of AIS users. Celltick says its services are used by 30 million subscribers around the world already and it has an R&D centre in Israel and offices in China, India, Russia and Latin America.

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