Tokyo-based Mobile Content Networks (MCN), has announced that its popular mobile content merchandising program, allwords, is launching globally following its success in Japan since launching earlier this year. Initial allwords(sm) distribution partners will include Thailand’s AIS, DTAC, and TrueMove, Avea of Turkey, Scandinavia’s Tele2, and myGamma.com, BuzzCity’s fast growing mobile social network. MCN also confirmed that it will roll-out allwords in the U.S. as part of a commercial trial it is conducting with a leading mobile operator.
In 2007 allwords(sm) was launched by MCN in Japan as an outgrowth of its award-winning mobile search applications on NTT DoCoMo’s iMode portal and with Yahoo! Mobile Japan. allwords(sm) enables mobile content providers to purchase all keywords in popular vertical content categories – such as music, images, games and shopping – to bring mobile users directly to the content item—not a link or a page—that they can click on and purchase. Mobile content providers and their agencies directly manage advertising budgets and content category promotions, measure user response directly, and adapt quickly to changes in user interests to maximize sales.