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China Telecom Chooses Madhouse as Partner for Best Tone Mobile Local Search Service

Posted on: Tuesday, 16 June 2009, 07:00 CDT

SHANGHAI, June 16 /PRNewswire-Asia/ -- Madhouse, China's leading mobile advertising network, has recently announced a partnership with Best Tone Information Service, a wholly-owned China Telecom subsidiary that provides local search services. According to the two-year agreement between the two parties, Madhouse will empower Best Tone's mobile advertising business and serve as Best Tone's preferred mobile advertising platform partner.

As China's largest and most intelligent mobile advertising network, Madhouse's MadServing(TM) mobile ad serving platform serves ads effectively to targeted audiences and intelligently optimizes ad serving performance and marketing return on investment by placing frequency caps on the number of impressions, clicks, and downloads for each unique visitor. Ads served on China Telecom's Best Tone's mobile local search site will be able to target audiences using relatively detailed geography-based information and Madhouse will utilize MadServing(TM) to power mobile advertising for the company's mobile properties and services, including Best Tone's popular mobile web site.

Madhouse has pioneered the development of numerous mobile advertising formats in China, such as full-screen interstitial ads, mobile video ads etc., and will utilize this expertise to collaborate with China Telecom's Best Tone in formulating new advertising products. Madhouse will also use its strong relationships with advertising agencies to assist China Telecom's Best Tone with product planning and provide sales support for the company's mobile internet strategy.

"As the industry-leading local information services provider, China Telecom's Best Tone is expanding its service on the mobile internet in order to provide our users with information that they need anytime, anywhere," China Telecom's Best Tone senior management stated. "Madhouse is recognized as the dominant leader in the mobile marketing industry in China, particularly in its mobile ad serving platform and innovative mobile marketing solutions. Combining our local information platform with Madhouse's strength in mobile advertising will allow us to offer a high quality experience for our users and advertisers, and to increase our foothold in China's burgeoning mobile marketing sector."

"We are glad to be recognized by another leading mobile carrier partner and to have the opportunity to work with China Telecom's Best Tone. We believe that Best Tone's strong local information database, coupled with Madhouse's strength in mobile advertising, will help develop mobile local search services in China. With the arrival of the 3G era, more applications and rich media ad formats will be available on the mobile internet and users will have improved browsing experiences. As the industry leader in China, we have the responsibility to share our experience with other players in order to further develop the country's mobile ecosystem," said Joshua Maa, founder and CEO of Madhouse.

About Best Tone Information Service Co., Ltd., China Telecom

This is a series of value-added information services provided by China Telecom based on the telephone number information service, providing customers with a kind of facilitative service that relates to "clothing, dining, housing, traveling and other consumptions". By dialing the service access number 114/118114, a customer can be provided with such information as food and beverage availability, tourist advice, road guide, hotel reservation and daily consumption articles. Through this service, basic corporate information, service range and product information of registered enterprises can be popularized to the public, and the enterprises can be benefited from reputation enhancement and business opportunity development.

The "Best Tone" mainly includes the following four categories of services: Category 1. Industry first enquiry: providing the enquired with such value- added services as industry first enquiry, enquiry on multiple conditions and enquiry information analyses; Category II. Enquiry transit: providing the enquirer with such value-added services as call transit, short message/facsimile number reporting, addresses and road guide; Category III. Information publication: providing the enquired with enterprise information dissemination service while providing the enquirer with information enquiry service that is based on information of the enquired; Category IV. Communications assistance: providing business and individual customers with such value-added services as private telephone directory management, enterprise switchboard, personal secretary and automatic traffic transit.

About Madhouse Inc.

Madhouse is China's largest and most intelligent mobile advertising network and is headquartered in Shanghai with offices in Beijing and Guangzhou. The Madhouse team consists of more than 150 professionals. The company offers three key services:

MadServing(TM): An intelligent, fully-automated, in-house system that serves targeted ads to mobile media while providing detailed performance reports.

MadNetwork(TM): China's largest mobile advertising network, representing over 75% of total mobile internet traffic in China and covering major mobile media.

MadSolutions(TM): Innovative mobile marketing solutions and campaign management services such as interactive mobile messaging platforms and mobile website/widget development that are tailored to maximize cross-media marketing effectiveness and consumer interaction. Wireless applications include Bluecasting and 2-D barcode technology.

Madhouse is privately held and venture funded by TDF Capital, Gobi Partners, and JAFCO Asia. Strategic investors include D2 Communications Inc. and Nokia Growth Partners.

SOURCE Madhouse Inc.

Source: PR Newswire

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