Celltick raises $8.5M from lead investors

Mobile phone advertising specialist Celltick Ltd has raised a further $8.5 million from its principal investors Jerusalem Venture Partners and Amadeus to support further commercialisation of its new mass reach mobile media strategy.

This investment will see London-based Celltick build on its LiveScreen Media platform to provide a complete managed service offering. LiveScreen allows content providers and advertisers to broadcast targeted content and advertising to the screen of mobile phones. This is turning phones into mobile billboards and providing a new revenue stream for network operators.

Celltick has provided operators pioneering mobile advertising with a managed service structure, for example, Vodafone Essar's FLASH! service in India.

LiveScreen Media platform is used by over 25 operators including AIS Thailand, Vodafone Essar in India, Beeline Russia, Claro Brazil and Globe in the Philippines.

With the new funding Celltick intends to move from a licence-based model to focus on the mass distribution of its application, distributing unlimited licenses at no cost to mobile operators. Celltick will be responsible for managing all aspects of the mobile medium including editorial content, promotion of rich media and advertising sales.

Stephen Dunford, CEO of Celltick said, “Celltick has already positioned itself as a leader in idle screen marketing and is now pioneering the managed service proposition in which it manages the channel for partner operators.”