Jeanie Rolls Out Branded Mobile Search Offering

Start-up Jeanie Media has launched a branded mobile search service in partnership with Itchy City, the youth-orientated publisher of local city guides.
Jeanie offers consumer and media brands the opportunity to create a customised mobile search channel that provides listings that are relevant to the brands target audience. For example, a version of Jeanie tailored for a mens fashion and lifestyle magazine would only provide listings that readers of that magazine would be interested in, such as nightclubs, bars, mens grooming etc). Itchy City is the first brand partner to sign up for Jeanies white-label mobile service.
Jeanie uses location-based services to provide users with personalised advice on whats open and available close to them, with one click. The content is selected from a host of the UKs best-known and well-respected listings publishers such as Itchy City, Square Meal, The Press Association and The AA. In addition to listings, the service, dubbed Itchy Mobile Driven by Jeanie, also provides editorial reviews, as well as a route planner and current distance from the venue, allowing users to make the most informed decision as quickly as possible. The application requires no text input, and lets users select from seven top-level categories, including Eat, Music, Entertainment and Travel. Each search query costs 1, not including data charges.
The service is launching across 16 of the UKs leading university cities including London, Edinburgh, Leeds, Manchester and Oxford. Itchy City will promote the service to its monthly audience of 5.5 million readers across its range of media channels, including print, outdoor and online.
The application is easily downloadable to any handset launched in the last four years, by texting the keyword ITCHY to the shortcode 66996. Users can also distribute the application virally using the Tell-a-friend function.
We wanted to create a mobile search application that put consumers first, says Jeanie Co-founder and Managing Director, Alexander Fairfax. Less is more on mobile; we have built a service that provides only the most relevant information, delivered super fast at the touch of one button. Its a case of scroll, click, and let Jeanie read your mind.
Zee Ahmad, digital development manager for the Itchy Group, adds, Were constantly looking at ways in which we can improve how our audience can access our content. This is a fantastic opportunity to leverage our editorial excellence with the immediacy of mobile. Our audience wants the best out of city living and we are delighted to offer them the chance to access this information via Jeanies unique mobile platform.