"Rather than hold back the tide of off-portal browsing, many operators are tearing down the walls around their decks and placing web search at the heart of the on-portal propositions...If operators want to retain a central role in the content market, they need to become "smart" pipes, extracting revenue from content providers and users with every ad or purchase that uses their network."
Informa Telecoms & Media, Mobile Market Status 2008
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Vertical Paid Search with allwords
Vertical Paid Search: delivering more clicks, more conversions, higher ROI with allwords(sm)
allwords vertical paid search programs move marketing spend to where it matters most: in front of the mobile consumer at the moment of highest interest in a transaction.
allwords eliminates the need to manage costly and complex keyword bidding and campaign systems. With allwords content providers buy all the keywords in a content category with one purchase. If the provider’s database contains content relevant to the query it can be presented to users in 2-3 clicks.
Content providers can manage SEO within their own databases, and get direct feedback on user behavior that allows them to adjust content, promotions, pricing, and marketing programs based on actual performance data.
allwords works.
allwords has proven effective for MCN distribution partners including Yahoo! Mobile Japan, where the solution is delivering:
• New revenue streams
• The highest clickthrus and conversions in Japan’s hyper-competitive mobile content industry
• Direct, measurable feedback on end user interests
• The most efficient coverage of ALL keywords in a category
• Support for content provider brand
