iO global, a provider of integrated mobile content solutions and a spin-off of British Telecoms venture programme, has announced the launch of its North American operations in New York.
iO globals flagship technology, the iO Mobile Experience Platform, has been successfully deployed by carriers in high-growth markets in Europe, the Middle East and Africa to manage and deliver content to mobile phones. Now, in North America, the company is introducing new services for media companies and advertisers that enable next generation, ad-supported mobile content. iO global says its solution represents a significant step toward the integration of consumer experiences across three screens television, personal computer and mobile phone.
The state of marketing in the mobile space is embryonic, says iO global North America Managing Director, Bob DeSena. Todays business model represents a small percentage of the opportunity. We intend to accelerate the evolution of mobile marketing by introducing a new advertising-based approach supported by the industrys first true ROI measurements.
The company says its strategy in North America is driven by a team of advertising, marketing and mobile industry pioneers. DeSena brings extensive experience combining brand marketing, direct marketing and digital platforms to iO global. Prior to joining iO global, DeSena was Managing Partner and Director of Active Engagement for Mediaedge:cia, a WPP-owned communications planning and implementation agency.
Joining DeSena on the North American management team is Vice President of Strategy and Business Development, Jeffrey Lee. Lee is the former CEO of Proteus, a provider of mobile content distribution technology, with customers that included FOX, ABC and Discovery. Vice President of Consumer Experience, Elizabeth Chaney, has been at the forefront of the consumer-based experiences field for over a decade, having held senior positions with The McKenna Group and Scient Corporation.
iO global is uniquely positioned to serve the needs of media companies, advertisers, carriers and consumers, says CEO Martin Knestrick. The team has a deep understanding of key issues shaping and driving the North American marketing and advertising industries and is thus able to embrace the vast, untapped potential of mobile marketing. Personalisation and metrics are more than buzz words to us they are an integral part of our solution.