3ple-Media's GSMA Award Winning MercuryTM

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Following last night's announcement at the Mobile Asia Congress, Macau, that 3ple-Media's MercuryTM has won the GSMA's prestigious Mobile Innovation Award for Most Innovative Carrier Infrastructure, 3ple-Media today announced that the Philippines' leading wireless services provider, Smart Communications, Inc., has installed the Mobile Multimedia platform MercuryTM, which incorporates WAP, Video, and the world's largest MMSC. The system is being run on high performance IBM System x servers and is capable of delivering over 1,000 MMS per second.

'News Bites' is the first of a rolling programme of new multimedia services to be launched by SMART using the MercuryTM platform. This compelling news service includes headline topics, weather and horoscope information, in addition to well-positioned, precision-targeted advertising. Plans for future services launched with MercuryTM include 'live' sports updates and Customer Relationship Management services that make best use of continually updated knowledge of their subscribers' behaviours, preferences and handset capabilities.

The comprehensive MercuryTM platform allows operators such as SMART to take advantage of the holistic benefits of an end-to-end push multimedia environment in which they retain control of the lucrative and rapidly growing content value chain. Subscribers benefit from the powerful combination of relevant content with 'live' broadcast delivery standards. The controlled environment also underscores inherent service assurances for subscribers such as anti-spam, virus protection and the opt-in preferences that they have come to expect from their operator.

The MercuryTM platform breaks new ground in debunking the myth that mobile advertising can't provide the ROI and results-based analytics of online counterpart solutions. In reality, advertisers can wholly account for their spend as the MercuryTM solution delivers complete campaign analysis as it happens, including the tracking of viral campaigns. Equipped with a plethora of information, advertisers can continually refine and target campaigns for precision results on a cost-per-message measurement basis.

SMART expects mobile trends seen in SMS campaigns to translate well into the multimedia environment with high response to ads offering promotions, discounts, raffles and tips. The campaign building functionality within the MercuryTM platform not only translates to record delivery times for services but also supports a creative and collaborative environment in which SMART can build, manage and distribute their own content or work securely with third parties, such as brands and agencies in developing compelling multimedia-rich services. The flexibility of this means SMART and their third-party content partners can utilise any combination of image, audio, text and video in developing new campaigns or services.

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