New business model offers brands opportunity to target untapped mobile market <\/strong><\/p>\n London, 20th March 2008:<\/em> Orange today announced the launch of a new advertisement-supported content trial on its mobile internet platform, Orange World. The move will see 800,000 of Orange\u2019s 15.6 million mobile customers given the option to download a variety of music content, from four different genres (Urban, Pop, Rock, Dance) to their mobile handsets for free, or a discounted rate, making it the largest trial of its kind in the UK. <\/p>\n Ad-funded content offers new ways of reaching audiences and the potential to generate new business models within the industry. Beginning this week, the trial will last three months and will allow brands to have their advertising promoted prominently during the content purchase process as customers download music, offering them a unique opportunity to interact with a captive audience on their mobile phone. <\/p>\n Mobile advertising company ScreenTonic are managing and delivering the ads for the trial, and have already signed up a number of advertisers to the trial including Paramount Pictures and Ford. Orange customers taking part in the trial will be able to download music either for free, for half or full price. Orange will make over 500 music tracks available on the service.<\/p>\n Steve Ricketts, Head of Third Party Services, Orange UK said: \u201cWe believe this ad-funded content model will drive adoption and usage of services, and deliver better value content to our customers. Whilst the trial is initially set for music we are also intending to test this across other content areas, such as games. The mobile is an incredibly personal device and our ad-funded content offer gives advertisers a great opportunity to reach a new audience\u201d.<\/p>\n Theo Theodorou, head of sales at ScreenTonic said: \u201cThe ad funded content trial will provide a route into the mobile experience for brands that have previously had little familiarity of the medium. It is an exciting reason for brands to get involved with mobile, as the media develops increasingly innovative solutions to allow advertisers to reach audiences\u201d <\/p>\n About Orange<\/strong> In June, 2006, Orange became the single brand for mobile, broadband and multi-play offers. In addition, Orange Business Services became the new banner for business communications solutions. Orange Business Services is present in 166 countries with network reach in 220. <\/p>\n In the UK, Orange provides high quality GSM coverage to 99% of the UK population. At the end of December 2007, Orange had over 16.8 million customers in the UK \u2013 15.6 million active mobile customers and nearly 1.14 million broadband customers. <\/p>\n Orange and any other Orange product or service names included in this material are trade marks of Orange Personal Communications Services Limited. <\/p>\n","protected":false},"excerpt":{"rendered":" New business model offers brands opportunity to target untapped mobile market London, 20th March 2008: Orange today announced the launch of a new advertisement-supported content trial on its mobile internet platform, Orange World. The move will see 800,000 of Orange\u2019s 15.6 million mobile customers given the option to download a variety of music content, from […]<\/p>\n","protected":false},"author":14,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"open","ping_status":"open","template":"","meta":[],"_links":{"self":[{"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=\/wp\/v2\/pages\/2002"}],"collection":[{"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=\/wp\/v2\/pages"}],"about":[{"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=\/wp\/v2\/users\/14"}],"replies":[{"embeddable":true,"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2002"}],"version-history":[{"count":0,"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=\/wp\/v2\/pages\/2002\/revisions"}],"wp:attachment":[{"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2002"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
\nOrange is a key brand of the France Telecom Group, providing mobile, broadband, fixed, business and entertainment services across Europe. It is one of the world’s leading telecommunications operators with more than 170 million customers on five continents. <\/p>\n