Key2Cell, which provides solutions for delivering individually-formatted advertising to mobile phones, has announced the European launch of its fully integrated end-to-end platform for delivering rich content advertising to mobile devices.
The company says its platform represents an early opportunity for advertisers and media buyers to use the mobile channel to execute creative ad campaigns and to reach their target audience with individualised communications.
Advertisers looking at mobile as a new revenue channel are having to wait until ads are widely supported on handsets by the full rollout of 3G networks, says Key2Cell. Designed to provide advertisers with an early point of entry into a market offering revenue potential reaching into billions of dollars, Key2Cells technology offers a one-stop solution which advertisers can use today to deliver ad messages to reach individuals through the most personal communications channel that exists.
Key2Cell says its advantage hinges on its pioneering patent-pending Dynamic Cell Phone Profiling (DCP) technology which determines the best possible format in which to deliver messages to a mobile device in the most effective way. As well as opening up mobile advertising as a communications medium, DCP is able to support the mobile advertising experience with a high accuracy rate of between 70-98%.
Over 4 billion people own a mobile phone says Key2cell CEO, Bruno Saint-Cast. This illustrates the massive potential in mobile advertising, but todays reality is that this industry is worth but a fraction of its latent potential. By taking away the technology barriers to mobile advertising early, Key2Cell is providing access to a previously unaddressable market and the best opportunity yet to grow a new revenue stream for any advertising business.” 
Key2Cells products incorporate its DCP to overcome the confusion of multiple XMS and video standards on different handsets and the technology barriers that these create for advertisers. As part of Key2Cells integrated platforms, Key2Cells products allow advertisers and media buyers to initiate and execute the core elements of a mobile advertising campaign, including message design, multi-formatting, cell phone identification, distribution and campaign management.
Key2Cell is a Software as a Service (SaaS) application, enabling users access to the software via the Internet. The platform is also open standards-based and backwards-compatible with existing campaign material, including videos, animations and target databases. With Key2cell, all the services necessary to build and manage a campaign are free of charge. Anyone can register and access the service for training and support. The only chargeable service element is the actual distribution of messages to customers.
Key2Cell also supports an ethical approach to mobile advertising through four rules. These are strong, opt-in, regulation that requires advertisers are required to show that numbers have been collected through a valid opt-in process; opt-out enforcement; no inappropriate content; and value-added content, to ensure that consumers are keen to receive ad messages on their mobile.

Well have an interview with Key2cell in the next week or so.