innerActive allows cellular users to receive commercially-supported content.
Mobile content start-up innerActive Smart Media Ltd. will shortly begin marketing in Belgium and the Netherlands a cellular content channel financed by advertising and Italian content provider Buongiorno SpA (Milan: BNG). This is a follow-on deal to the cooperation agreement signed between the two companies a few months ago.
innerActive enables users to obtain entertainment content for free in exchange for exposure to advertising. The company's revenue is based on exposure and the number of hits, the same model used in online advertising. In Israel, the company has provided content for Cellcom Israel Ltd. (NYSE:CEL; TASE:CEL) since October 2007 and is in negotiations with other cellular operators.
Published by Globes [online], Israel business news - www.globes-online.com - on April 7, 2008
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