Released on: September 2, 2008, 4:18 am

Press Release Author: Times Internet Limited

Industry: Telecommunications

Press Release Summary: Adringles is the market place for advertisers to advertise
their products not only to a generic audience but also to a targeted audience.
Adringles is based on the Ring Back tone medium which allows advertisers for lead
generation. The product benefits all stakeholders, namely: mobile operator, mobile
subscriber and advertiser.

Press Release Body: Mobile phones are the newest frontier in advertising. And
Ringback Tones are the way to go. Ringback Tones are what you hear instead of the
normal ringing of the phone. The phone ringing is substituted by a sound of the
subscriber’s choice. These can be jingles, songs, popular movie dialogues, mimicry
of famous actor’s voice or as we at Indiatimes plan to introduce jingles or ads
which would put advertising in the caller’s ear – almost every time he makes a cell
phone call.
Adringles is an innovative mobile advertising market place that offers a unique
opportunity to advertisers to reach the targeted customers and also benefit the
mobile subscribers. It can be easily integrated into a mobile operator’s network and
is a win-all proposition.
Adringles gives great comfort to the advertisers and provides them with complete
marketing cycle – promotion, lead and sale.
Indiatimes will be leveraging the vast reach of Times of India Group companies to
bring in advertisers and brand partners to benefit from this platform, which unlike
other platforms is a targeted platform.

Indiatimes

Indiatimes is the most popular Internet and mobile value-added services destination
for the global Indian. With offers ranging from knowledge events, telecom, travel
and integrated marketing. We are part of the biggest media group in India, Bennett,
Coleman & Co Ltd (BCCL).

What is Adringles?

Adringles is the market place for advertisers to advertise their products not only
to a generic audience but also to a targeted audience. Adringles is based on the
Ring Back tone medium which allows advertisers for lead generation. The product
benefits all stakeholders, namely: mobile operator, mobile subscriber and
advertiser.




How does it work?

The mobile subscriber (Called party) registers for Adringles-based VAS service with
the operator in return of freebies such as zero subscription fees, content, talk
time or more free SMS.

The calling party gets to listen to an advertisement each time it calls the other
party (registered to Adringles). In case the calling party is interested in the
advertised product it can convey the same by pressing a designated handset key
(operator specific). This is captured in the backend system and is then taken as a
lead for the advertised product.

What are the targeting methods?

There are several ways in which Adringles does targeting. At its core is a robust
and dynamic targeting engine of StratosHear Technologies which uses multiple
intelligence based technologies to generate detailed demographic and psychographic
profiles of calling parties even when there is absolutely no information to start
with.

The profiling engine utilizes various inputs such as: peer profiles, the advertiser
customer database, feedback mechanism with help of a designated handset key, pattern
recognition, creating generic sample sets of profile from existing database of
calling and called parties; SMS interest feed and finally parsing the info through
Natural Language process.

These inputs are fed into the intelligent engine which after various calculations
(patent filed) is able to generate a user’s profile and hence offer a targeted
audience to advertisers.

All this reduces adringle’s dependency on existing operator data.

Dynamic Innovation

Adringles is a dynamic innovation in mobile marketing where StratosHear Technologies
has partnered with Indiatimes to offer this market place to advertisers for dynamic
targeted advertisement and content delivery. It is more advanced and highly
feature-packed version of the Ad RBT products currently being talked about in India.

The product offers a targeted advertising arena to advertisers and will be the next
biggest revenue generator for mobile operators, after the RBT. A subscriber can
opt-in for this service by registering via various modes (as IVR, SMS, USSD offered
by the operator) and get gratified by the operator in different methods.

Indiatimes is currently in discussion with many operators in the domestic and
international markets with active trials happening.


Mobile Advertising Facts:

• Mobile Advertising is worth $10 Billion By 2010, Wireless World Forum.

• About 50% of respondents in the US and UK and 39% in Italy would be interested in
getting free content in return for being sent relevant advertising by Gartner.

• 36 % of the world’s online population lives in Asia. Mobile penetration in Asia
remains higher than anywhere else in the world. Number of Asian users accessing the
internet over their mobile phones exceeded the entire PC or laptop population of US.

• LARGEST REACH: More than 300mn subscribers in India, expected to reach 500 mn by
2010.

• Current mobile advertising in India is Rs 25 crores, expected to grow to Rs 500
crores by 2011.

About Indiatimes 58888
Indiatimes 58888 continues to be the market-driver in value-added services (VAS) for
mobile phones and landlines. 58888 is the first B2C super brand short code in India
. 58888 not only offers a bouquet of SMS services like multimedia messaging, dating,
chatting, astrology and news on mobile but is also in other areas like GPRS and WAP.
Also in the offing is the first VOICE portal. 58888 already has a mobile supermarket
with the largest offering of mobile content and services across SMS, VOICE, and WAP
platforms. This includes Astrology, News, Cricket, Bollywood, Ringtones, Jokes,
Games, Contests, Subscriptions, Dating, Quiz, Polls, Stocks and more. For B2C and
B2B mobile VAS content, 58888 has global partnerships for technology with BVIT
(Italy), CHIKKA (Philippines) and others.

For further information kindly log on to adringles.com


Web Site: http://

Contact Details: For Further Information:
Yashmeen Barua
PR Head
Times Internet Limited,
I-World, DLF Phase V, Opp. DLF Golf Course,
Gurgaon, Haryana,
tel:+91 124 4187000 Ext:2920,
Mob:+91 9811699757,
yashmeen.barua@indiatimes.co.in