Advertising
O&O Business
The Company's O&O business is an advertiser solution for unique and exclusive
carrier and OEM inventory which is comprised of the service Ignite.
Ignite is a mobile application management software that enables mobile operators
and original equipment manufacturers ("OEMs") to control, manage,
and monetize applications installed at the time of activation and over the life
of a mobile device. Ignite allows mobile operators to personalize the application
activation experience for customers and monetize their home screens via Cost-Per-Install
or CPI arrangements, Cost-Per-Placement or CPP arrangements, and/or Cost-Per-Action
or CPA arrangements with third party advertisers. There are several different
delivery methods available to operators and OEMs on first boot of the device:
Wizard, Silent, Software Development Kit ("SDK"), or Direct through
Discover. Optional notification features are available throughout the life-cycle
of the device, providing operators additional opportunity for advertising revenue
streams. The Company has launched Ignite with mobile operators and OEMs in North
America, Latin America, Europe, Asia Pacific, India and Israel. Since inception,
Ignite has delivered over 500 million mobile application preloads.
A&P Business
The Company's A&P business, formerly Appia Core, is a leading worldwide
mobile user acquisition network. Its mobile user acquisition platform is a demand
side platform, or DSP. This platform allows mobile advertisers to engage with
the right customers for their applications at the right time to gain them as
customers. The A&P business, through its syndicated network service, accesses
mobile ad inventory through publishers including direct developer relationships,
mobile websites, mobile carriers and mediated relationships. The advertising
revenue generated by A&P platform is shared with publishers according to
contractual rates in the case of direct or mediated relationships.
Content
Pay is an Application Programming Interface ("API") that integrates
billing infrastructure between mobile operators and content publishers to facilitate
mobile commerce. Increasingly, mobile content publishers want to go directly
to consumers to sell their content rather than sell through traditional distributors
such as Google Play or the Apple Application Store, which are not as prominent
in select countries. Pay allows publishers and carriers to monetize those applications
by allowing the content to be billed directly to the consumer via carrier billing.
Pay has been launched in Australia, Philippines, India, and Singapore.
Marketplace is a white-label solution for mobile operators and OEMs to offer
their own branded content store. Marketplace can be sold as an application storefront
that manages the retailing of mobile content including features such as merchandising,
product placements, reporting, pricing, promotions, and distribution of digital
goods. Marketplace also includes the distribution and licensing of content across
multiple content categories including music, applications, wallpapers, videos,
and games. Marketplace is deployed with many operators across multiple countries
including Australia, Philippines, Singapore, and Indonesia.