Acuity Mobile, which provides mobile marketing content delivery technology, has unveiled the next generation of its Embedded Mobile Advertising Platform (EMAP), that delivers Spot Relevance ie, the ability to target the right content to the right person, at the right time and in the right location. Acuity says that EMAP 4.0s patented technology meets the challenges of mobile content delivery through ease of deployment, customisation and enhanced analytical tools that allow the EMAP Preference Engine to learn over time and supply the end user with increasingly relevant content and advertising.
Last month, EMAP 4.0 was selected to extend the mobile advertising services of Traffic.com, a NAVTEQ company. NAVTEQ cited the unique hyper-local targeting ability of EMAP technology as the primary reason for choosing Acuity Mobile.
According to new research from ABI, analysts have reported that the world market for mobile marketing and advertising is expected to be worth about $3 billion by the end of 2007. The report also indicates that this figure will grow to $19 billion by 2011. Acuity says it is taking advantage of this market opportunity by creating an intelligent technology platform that addresses the concerns of most users and carriers by delivering Spot Relevance.
Acuity Mobiles EMAP solution was originally developed in 2000 and patented in 2003. EMAP 4.0 leverages J2ME, BREW and PocketPC technology and includes a rich set of APIs for ease of integration, scalability and compatibility with mobile devices. These allow customers to immediately take advantage of the highly interactive functionality and performance enhancements. 
EMAP 4.0 features include a Robust Preference Engine that allows the integration of multiple streams of customer data, including actual and projected location, time of day and previous user activity; modular architecture for faster deployment; Identity Cloaking Architecture to protect the users identity; and a Mobile Content Editor for adding content to mobile applications
As the market evolves, the concept of targeted mobile content is gaining acceptance, but must be precisely executed to ensure continued adoption, says Acuity Mobile Chief Technology Officer, Dr. Chuck Rieger. We help organisations replace invasive content delivery practices with the Spot Relevance-based approach. EMAP 4.0 allows carriers, marketers, and advertisers to cultivate long-term, mutually beneficial relations with end users, and dramatically raises the bar for effective and relevant mobile content delivery.