Software and technology giant TIBCO Software Inc. is running mobile banners within BusinessWeek's new application for BlackBerry smartphones.

The banner ads encourage BusinessWeek readers to click to find out more about TIBCO's software infrastructure, which it claims "provides for rapid change." The BusinessWeek BlackBerry application is powered by Polar Mobile.

"TIBCO is the launch sponsor for the application across both BlackBerry and iPhone, and their brand is integrated into the mobile/Web app discovery pages (m.businessweek.com) and throughout the app in banner ads," said Kunal Gupta, CEO of Polar Mobile. "The banner ads provide multiple engagement options for users to interact with the brand."

Consumers that click on the banner ad routed to a screen that says, "TIBCO has helped customers achieve up to 50 percent greater revenue, 75 percent lower costs and 10x efficiency gains. Get started now."

Consumers can chose to either have details emailed to them, click-to-call TIBCO, visit the mobile site or email the information to a friend.

The mobile landing page is an About Us section that focuses on TIBCO's services, technology and software.

BusinessWeek is a market leader in providing news, information and services to business decision makers. In leveraging Polar's SMART Platform, BusinessWeek has extended its brand in a powerful way to reach professionals on-the-go.

The free BlackBerry application features market updates, stock quotes and specialized content channels.

From categories such as Finance to Small Business, Technology to Management, BusinessWeek lets business professionals track the stories that matter most to them.

With the ability to personalize by selecting a Watchlist of must-follow companies, BusinessWeek on BlackBerry caters to professionals requiring relevant content and up-to-date business news at hands reach.

BusinessWeek is now available at http://m.businessweek.com. The application will be made available soon in BlackBerry App World and is expected to launch on iPhone in the coming weeks.

"BusinessWeek is a well-known brand for their rich editorial content and their strategy here is to develop a compelling experience for readers on smart phones," Mr. Gupta said. "Unique to this application is tightly related content.

"When looking up a stock, users are presented with a series of related articles to that ticker," he said. "Likewise, there is a custom news feed pushed to users based on the companies they are watching.

"This approach helps make the experience both compelling and useful for the user by leveraging personalization to the next degree."