Leading Symbian Developers join adtronic, the first ad-enabled mobile application store in the world

Leading Symbian Developers join adtronic, the first ad-enabled mobile application store in the world

BARCELONA / STUTTGART - February 12, 2009 -

Picture is available via EPA (European Pressphoto Agency) and can be downloaded free of charge at: http://www.presseportal.de/pm/74445

Symbian specialist Liquid Air Lab today launched adtronic, the first purely ad-enabled mobile application store. The application store is available today and can be freely downloaded for NOKIA Smartphones from www.adtronic.mobi.

Leading Developers like Indiagames, Joikusoft, DS Effects, Killer Mobile, ZingMagic and Cellictica have already joined this platform to offer their premium applications ad-enabled and free of charge for the users. Over 150 applications from different categories have already partnered for the start. Liquid Air Lab expects to have around 1.500 free, ad-enabled applications included by summer 2009.

Users can use all applications and games for free. adtronic gives the consumer the ability to download premium applications for free directly onto their handset by opting in to targeted advertising as the sole currency. The visual ads will appear when the users receive incoming calls or messages like SMS and MMS.

Users have full control over the ads. The type of ads and frequency of impressions are dictated by each user's unique profile: for example, users can choose from around 15 different categories - like automotive, sports, beauty, travel, etc. - choosing what kind of advertising interests them. In addition they can define in the 'Speedometer' the maximum amount of ads they would like to receive daily.

Developers can monetize their applications. Symbian Developers can easily bundle their application with this mobile advertising technology and distribute the bundle through their existing distribution channels. Developers expect to get more ad revenue as the ads with incoming calls or messages have a consistently higher frequency than the traditional in-application advertising, which is dependant on the individual usage of the host application.

Network Operators can distribute the application store to their customers. Network Operators all around the world can distribute this application store for free and participate in incoming ad revenue.

"We are excited to be part of the launch of this unique, ad-supported application store targeted at the Symbian Smartphone market. We see this as one of the key innovations contributing to the growth of mobile gaming", says Samir Bangara, Chief Operating Officer, Indiagames Ltd.

Tom Ojala, Founder and Chairman of the Board of Joikusoft comments: "We really support the idea of this free application store as we also offer premium apps for free to our customers from our channel www.joiku.com. We expect that downloads of applications and games will grow exponentially when they are offered for free and ad-financed."

"Free and Premium is a strong combination, which will always attract consumers." says Mikko Linnamäki, CEO and Founder of Liquid Air Lab. "With our adtronic product, we are creating a new ecosystem for Symbian, which includes advertisers, application developers, carriers and of course consumers. Now, the Symbian application developers can get out of the walled gardens controlled by the operators and access a world-wide customer base immediately."

The application store can be downloaded directly from www.adtronic.mobi.

About Liquid Air Lab / adplace.com

Liquid Air Lab was founded in May 2002 by Mikko Linnamäki (CEO) and Tero Katajainen (CTO) with headquarters in Stuttgart and offices in Berlin (Germany) and Berkeley (USA).

The company is privately held and is backed by Balderton Capital and Baytech Venture Capital.

adplace.com is the mobile advertising division of Liquid Air Lab, specialized in small display advertising on Symbian Smartphones, the iPhone and iPod.

For more information, please contact us or visit our website www.adplace.com.

Press contacts:

Liquid Air Lab GmbH

Mikko Linnamäki


Tel: +49 711 - 849 478 31

Mobile: +49 - 151 149 77 017

Fax: +49 711 - 508 90 83

Mail: mikko@adplace.com

Tanja Engler

Head of Marketing/PR

Tel: +49 711 - 849 478 56

Mobile : +49 177 - 936 65 74

Fax: +49 711 - 508 90 12

Mail: press@adplace.com