Cellyspace debuts classifieds tools for mobile

By Mickey Alam Khan

March 7, 2008

Rich Eicher is CEO of Skycore

Skycore LLC's Cellyspace unveiled new online publishing tools for classified and directory advertisers to deliver multimedia slideshows to prospective buyers' mobile phones.

The Cellyspace send-to-phone feature lets advertisers deliver multimedia messaging content including images, video, audio and extensive text. Advertisers can send content to a prospect's phone with keywords and links placed in Web or print classified ads.

"Our strategy is to complement the existing platform by mid-year with a white label version of the MMS composer and publishing tools so print and Web publishers can offer MMS to their customers as an integral part of their standard advertising programs," said Rich Eicher, president of Skycore, Boston.

"MMS for classifieds is only one of many applications for the Cellyspace tools specifically and for MMS generally," he said. "We plan to regularly launch new MMS applications during 2008."

After an agency or company creates a slideshow, a call to action is automatically generated for each MMS message. Advertisers place a text-to-keyword call to action in print ads and a link or HTML call to action in online ads for prospects to get the MMS on their phone. Users can also preview the messages online.

According to Cellyspace, media selection and placement is at the cost and discretion of the advertiser. But keywords and links can be added to any number of magazines, newspapers and Web sites.

Training isn't required to use the self-service tools.

Cellyspace doesn't charge subscription fees. Content is created, edited, converted and stored online for advertisers at no cost. But advertisers pay 20 cents for each MMS sent to a prospect's phone.

"We have advertisers using our MMS platform for classifieds," Mr. Eicher said. "We don't have permission to make public announcements. Perhaps we will do so when the white label version goes live."

He sees a need for the service.

"From both the advertiser's and the buyer's perspective, the first and most important benefit is to have the advertiser's contact information readily available on the buyer's phone," Mr. Eicher said.

"A close second is the immediacy -- information when and where the buyer needs it. And third, MMS can be more informative and engaging than text messaging.

"MMS can be used in conjunction with any type of advertising or marketing program, including display, broadcast, banner and classified ads," he said.

"With classifieds and directories, however, advertisers can inexpensively target new, niche markets for their products and services. Whether print or Web, advertisers can place relatively inexpensive ads in multiple categories and deliver mobile content specific to that niche market."