New Mobileyes application targets metropolitan commuters

By Gabrielle Kalika

August 4, 2008

AutoMobile

Mobile marketing and application company 3rd Dimension Inc. launched  Mobileyes, a free mobile traffic camera service for Detroit motorists.

This ad-supported application will assist millions of Detroit-area drivers to better navigate their daily routes. More than 600 traffic cameras operated by the Michigan Department of Transportation will be accessible via the mobile video application.

“The strategy here is to help ease congestion in markets that face tremendous problems with traffic,” said Eric Joseph, president and chief operations officer of 3rd Dimension Inc. “You save gas, the environment, and frustration and outrage towards the Department of Transportation.

“A lot of things are alleviated,” he said. “So, in addition to offering this free service, we also create ad revenue with our media partners.

"Ads are served, so the only money that comes in is that as the camera loads, an ad comes up which allows us to fund the development, and the media partners promote us and push the service hard.”

Swerve right

The downloadable application allows motorists to view real-time traffic videos directly on their mobile devices.

Users can even program keys to quickly access their most-visited routes and destinations.

As the mobile video is downloading, an ad appears instead of an hourglass or other image.

Eye-94

The company has 10 different media partners in nine different markets, including large brands such as McDonald’s and Safe-Auto insurance.

To download Mobileyes, commuters can go to http://www.freetrafficcams.com and sign up for the service by entering their mobile phone number. 

3rd Dimension's real-time traffic service is also available in Hartford, CT; New York; Los Angeles; Kansas City, MO; Houston, TX; Knoxville, TN; Indianapolis, IN; and Washington.

Mr. Joseph said that this is a promotion for the Department of Transportation as well. The agency now  has a venue with which to project and improve its public message.

The service operates on Sprint, Verizon Wireless, AT&T and T-Mobile as well as any data-enabled mobile devices such as the BlackBerry, Palm Treo and the Motorola Q.

In the next version out in September, the service will have the ability to post a crawl, which will allow breaking news alerts and 511 reports instead of advertisements, Mr. Joseph said.

If the agencies are willing to participate, it can also run Amber Alerts instead of an ad.

The service will also specify and tie the alerts to certain cameras, so that commuters can see alerts pertaining to their route.

“If you could see the traffic ahead in real time, or almost real time, depending on the camera, you could alter your route and basically vector yourself away from where the traffic clogs,” Mr. Joseph said. “It’s all about getting there quicker."