mobile adwords from alatto ..

furthur to my post on mobile adwords, John whelan of alatto informs us that ..

We have “mobile adwords” up and running already with 4 operators with our Tribes product in Europe.

See screen dumps below for illustration:

John Whelan

Direct: +353 1 209 0787

Mobile: +353 87 683 8850

I have known John and Alatto for a while and tribes is an interesting

product that I am watching keenly.

The NMA says about tribes ..

WAP preference service trials show session times up fourfold

By Nic Howell

Mobile multimedia specialist Alatto is claiming to have quadrupled WAP session times in trials for its Tribes content discovery service with four European network operators.

Alatto has been trialling Tribes with O2 Ireland, Tele.ring in Austria, Telfort in the Netherlands and Orange-owned Mobistar in Belgium. The average length of WAP sessions during these trials has been over ten minutes. “Tribes makes WAP sticky,” said Alatto co-founder John Whelan.

As first mentioned in NMA (24.03.05), Tribes is designed as a platform for viral content sharing. It installs a three-button toolbar on the first scroll of WAP screens so users can store sites they like and forward links to friends.

When users receive a link they inherit the browsing preferences of the sender, which are updated as they click on links. When they find sites they like, Alatto’s algorithms forward sites that are similar.

The service is hosted by Alatto, which provides an administration interface to operators. “There’s no integration required,” Whelan explained. “Operators can start increasing their WAP traffic right away.”