The $100 million iFund investment pool, created by Kleiner Perkins Caufield & Byers, has invested in five iPhone start-ups, NYT reports in a profile piece on Matt Murphy who heads up the endeavor.

Pelago, the parent of mobile location-based service Whrrl, received an investment from KPCB before the iFund was created, and then was transferred over. The next three were: iControl, a company that enables users to monitor homes while away, and Gogii and Ngmoco, two mobile game companies. A fifth unnamed investment is expected to be announced soon.



Whrrl has already launched its application on the iPhone, with Gogii, Ngmoco and the unnamed company expected to launch this fall. iControl will take longer, and aims for early next year. Murphy said KPCB has already received 2,500 business plans for potential iPhone application start-ups. While iFund investments can range from $100,000 to $15 million, KPCB has invested $5 million to $8 million in each of its first five. Murphy added that the goal is for the companies to go public in seven to eight years.

Murphy also talked about how frustrating the mobile space has been until only recently. Murphy: “I was frustrated along with everyone else about how slowly everything was moving...Until the iPhone came out and you got to use one, it was hard to imagine how impactful it could be.”

Murphy also did an interview with CNBC earlier this week. Here’s the video clip.

Nokia, Samsung planning out new strategies to counter effect the trend of Apple iPhone. This entails launching a portfolio of next-gen touch-screen phones at a much lower price than iPhone in India and building their online music services to compete against Apple’s popular ‘iTunes’. This expansion of iPhone has prompted the move by the two major cellphone makers to provide cheaper touch screen phones to India and well I hope the rest of the world.



According to a study, 40% of all phones may incorporate touch-screen technology by 2012.

“iPhone is a device which is desired by the Indian mass market. But its prohibitive pricing will play a spoil sport, something which other vendors can capitalize by rolling out user-friendly touch phones at competitive prices,” said IDC Asia-Pacific research manager Aloysius Choong.

For starters, Nokia plans to roll out a portfolio of touch phones across the low-to-high end of Indian market. Sources said Nokia’s first touch phone, code-named Tube, will target the mid-segment and have features that compete against iPhone 3G at a much lower price. Nokia’s internet services platform Ovi will have a music store, which will be loaded with regional and Hindi music, sources reveal.

Nokia India director (marketing) Devinder Kishore said, “We will launch touch-screen phones in India by December. Ovi will also be launched by then and will have a host of entertainment services, among others.”

Samsung is also going to create an online music service in India. “We are aggregating content for music service which will be launched next year. The focus will be on evolved touch-screen phones with full functionality like drag and drop of menu, video streaming and high resolution camera,” Samsung Telecom India country head Sunil Dutt, media reports. Samsung is going to launch its flagship touch phone Omnia next month.

Even Motorola is soon going to be a part of this race with its new range of touch phones across price segments. Motorola India director (marketing) Lloyd Mathias said, “The phones will be competitively priced against iPhone”.

Google announced yesterday a new geolocation tool for both users and an API for mobile website owners and wapmasters. What is cool this works for mobiles without GPS capabilities.

This opens all sorts of possibilities for wapmasters who have services that till now could or didn't want to put in place complicated LBS.

Charles Wells from Google Labs demons this new tool with a new mobile restaurant finder service from LastMinute.com called FoneFood on the following YouTube video :


Sadly this tool works only on Windows Mobile applications for the moment but Google promises that we will have an Android version soon. What we would really like is a Symbian and Java versions so that we can touch the largest possible number of users. I feel that it is only that way that LBS will really take off.

If you know of any other LBS tools like this that work on Java we would love to know. Just post a comment. Thanks

A few weeks ago I posted an article on how to develop .mobi compatible sites. This had a lots of feedback and was one of our most read articles. So I thought I would take a few minutes to give some more resources for iPhone ready sites.

I know that I posted an article recently by Simon Judge that questioned whether Apple and its ground shaking iPhone would be able to sell premium apps on their Apps store indefinitely. The same goes for iPhone optimized sites one could say.. is it worth with the small slice, though impressive, that Apple has to allocate time and resources to develop an iPhone specific site ? If you are already a wapmaster is it worth being an iPhonemaster ? Will you be able to sell access of content ? Display advertising or what ever your economic model is, if you have one... ? I don't have the answers to those pertinent questions.. nevertheless.. We will most likely debate more on this blog and many others.. really in the end it is the end users who will vote with their fingers (as opposed to thumbs on most mobiles.. lol). Anyway if you want to make a iPhone optimized site here are some resources and tutorials that will help you out.

If you are a Mac user there is the Apple web site generator iWeb part of the iLife suite that makes things exceptionally easy. In fact you can have a simple iPhone optimized site up and running within 40 minutes. You can even optimize an already existing web site created using iWeb. This includes optimized finger buttons.



For the vast majority who don't use Macs you can visit the Apple web site at their section called Web Apps.. that is what they call iPhone optimized sites :



I found some other resources with tutorials that are well done and explain in dev speak how to optimize or develop a purpose made iPhone site :

The first one is EngageInteractive which has done a step by step tutorial :


This one is good too and gives some tools to download :


If you have other resources, tutorials or blogs treating this subject please don't hesitate to send them to me and I will include them in the list at shaun@mobilopen.org

T-Mobile USA has promised to debut the first mobile handset based on Google's Android operating system, The New York Times reports.

Citing unnamed sources, the New York Times reports that T-Mobile will launch the so-called HTC Dream in the fourth quarter, perhaps as early as October--the device, boasting an iPhone-like touchscreen and slide-out keyboard. Following is an alleged video of the device :



The retail release date of the HTC Dream hinges in large part on the device and the Android OS earning network standards certification from the Federal Communications Commission--execs from T-Mobile, Google and HTC all hope to officially announce the Dream in September in an effort to cash in on the lucrative holiday season. The Dream is expected to be the sole Android-based device released in the U.S. during the remainder of 2008.

Posted by Allen Hutchison, software engineer

A few months ago I was planning a vacation to Austria and Italy. I knew a few words and phrases in German and Italian, but that was about it. So I looked around for some portable language dictionaries. I thought Google Translate was great, but the web page didn't work that well on the iPhone. So I teamed up with David Singleton, a fellow engineer in our London office, to build an iPhone interface for Google Translate.

Google Translate for iPhone is optimized for speed, supports all of the existing Google Translate language pairs, and uses a client-side data-store on your iPhone to hang on to your past translations so you always have them at hand, even if you can't use the local data network. We wrote this using the AJAX Language API, so every time the Google Translate team updates the languages they support, the languages will automatically be added here.



I tried an early version of this interface out on my trip and it was great -- although my pronunciation wasn't. So every now and then, I would just hold up my phone to let people read what I couldn't. If you're wondering about data costs, I found that I could get between 200 and 400 translations in 1MB of data download. Although we don't charge for this service, your carrier may charge for the data usage so be sure to know what your roaming rates are. For my plan, I found that I could translate 400 phrases for less than $10 when roaming internationally.

To try Google Translate for iPhone, point your iPhone or iPod Touch web browser to www.google.com and choose the "more" tab. Or you can go directly to translate.google.com in your browser. If you are traveling this summer (perhaps on your way to Beijing?) we hope you find this useful.

As there are so many VoIP service providers like Jajah/nonoh today, Skype is not as attractive for calling rate. However, Now, you can get an Unlimited World calling subscription from Skype from $9.95/month, which makes their calling rate competitive again. Except their new pay monthly plans, another important move of Skype is the releasing of the official mobile Java Skype version. However, how does the official mobile Java Skype version work? And what is its rate? It seems that most descriptions on the internet are not so clear.

Fring is the only “really” mobile Skype client (except the Windows Mobile version of Skype) to me. And this official Skype Java mobile version is just another similar approach of third party mobile Java IM/VoIP softwares that supporting Skype like EQO, Nimbuzz and so on. The reason is that this official Skype Java mobile client only can transmit TXT chat via wireless data link. It is almost impossible to transmit voice by this mobile client due to the limitation of J2ME application’s performance. Moreover, there is report mentioning that making 20 minutes call per day with the official Skype Java mobile client will use only 1M byte traffic, which is too little for voice.

Then why Skype claims that this Skype Java mobile client can receive Skype call and make Skype/SkypeOut calls in some country? In fact, it will be clear by reading the explanation of cost: To receive Skype call will use SkypeOut credit and users have to input their mobile number to login the Java mobile client. In other words, it is the same as to set call forwarding when you are offline, your SkypeOut credit was used to call you mobile phone and the voice is transmitted over traditional PSTN. And this Java mobile client uses Skype To Go function to make Skype/SkypeOut calls in some countries, which means via access number.

In general, this official Skype Java mobile client is almost nothing new comparing to third party Java mobile VoIP/IM client. If your mobile phone is supported by Fring, it will be a better choice.

What is cool is that it does exist in several formats like Java as talked about here but also Windows Mobile, PSP and for the few WiFi phones out there.

I came across this thought provoking blog by Simon Judge :

"Apple sold an average of $1 million a day in applications for a total of about $30 million in sales over the month, Mr. Jobs said."

"Mr. Jobs said developers’ share of iPhone application sales in the first month was about $21 million, of which the top 10 developers earned roughly $9 million."

"I’ve never seen anything like this in my career for software," he said."

Even if you have say 1000 developers sharing the remaining $12 million (less Apple commission), that’s still a good income for most of the developers.

The question I ask is how long will this gold rush continue? I was in the early market for Windows Mobile and Symbian applications. I once made a living selling applications direct to consumers. Now I do consultancy and custom development. Why? As number of developers increased, prices decreased. As more hobbyists wrote freeware, the value of software approached zero.

Today, its more predictable for me to write applications for others who tend to be companies trying to get their enterprise, brand, product or service mobile. This usually involves ‘free’ or ad supported applications and doesn’t depend on anyone selling anything.

Don’t get me wrong. The iPhone currently offers the best opportunities for developers wishing to make money from their mobile applications. All I am asking is how long the current gold rush will last?

Copyright 2008 Simon Judge

Bango and Millenial Media have announced a partnership that will allow mobile advertisers to better understand the traffic that is being exposed to their ads, and so optimize for better performance.



Millennial Media has announced that it has integrated Bango’s mobile analytics into its Decktrade marketplace platform. Decktrade is a performance-based, self-service network for mobile advertising, featuring a simple-to-use auction environment.

Bango’s analytics platform was recently upgraded, and now provides the two metrics most sought after by website owners: the number of unique visitors browsing the site and conversion rates from mobile marketing campaigns (see post with more details on Bango Analytics.)

Ray Anderson, CEO of Bango said “this partnership gives mobile website owners the tools to target exactly the right audience across multiple markets and to increase their success on the mobile web”.

Eric Eller, Millennial Media’s SVP of products and marketing explained further, “Our Decktrade customers will benefit from being able to leverage the response of each campaign to then reinvest where they see the strongest performance.”

The advertising world continues to pay attention to the iPhone, which is beginning to represent a significant share of mobile web page views. JumpTap and Pinch Media will combine efforts to allow advertisers to place ads in iPhone applications.



The new offering will utilize JumpTap’s mobile ad network with Pinch Media’s analytics and ad serving technology. Developers of iPhone applications can now easily integrate advertising into their apps, thus bringing in a new revenue stream and keeping consumer prices low (or free!). And on the other hand, this will provide advertisers an excellent opportunity to reach the desirable iPhone user base, and benefit from the rich user experience the iPhone provides.

JumpTap is a mobile focused search company that has a worldwide mobile ad sales team.

Pinch Media has a network of iPhone application developers who use Pinch Analytics in their iPhone apps. The analytics module provides a comprehensive view into the number of unique users, length of time the application is being used, geographic location and other valuable data.

Since Apple launched its 3G iPhone July 12th, more than 800 applications have become available. iPhone applications are growing extremely rapidly, with the most popular free applications having over 250,000 unique users in less than two weeks. Individuals are extremely engaged with their applications - on average, spending almost five minutes a session.

For an excellent interview of the CEO of JumpTap : Dan Olschwang see MobiAD.

LONDON, UK -- (PRESS RELEASE) -- BrightShare Ltd, the exclusive affiliate network of the Jackpot Factory today announced a partnership with TexoMobile, enabling independent wapmasters to get seamless access to the leading mobile casino, Wild Jack Mobile Casino and in turn, enabling them to turn their traffic into revenue.



As one of the first and most popular mobile casinos to launch, Wild Jack Mobile Casino features 14 fun and exciting casino games including the recently launched Scratch 'n' Score, 3 Card Poker, Jacks or Better, Pub Fruity, Baccarat, three progressive jackpot slots; Major Millions, Treasure Nile and Fruit Fiesta, and the awesome Tomb RaiderTM, as well as eternal favourites, Roulette and Blackjack.

Wild Jack Mobile Casino's award winning application boasts one of the best and easiest to use interfaces and uniquely allows all transactions to be conducted via the mobile.

TexoMobile has some 20,000 wapmaster members in its MobPartner scheme, which provides a community forum and a crucially central network to centralise all members' affiliates, stats and earnings into a convenient interface.

"The expected, and potential, growth of mobile casinos is vast," said Candice Evans, Mobile Account Manager of BrightShare. "Wild Jack Mobile Casino, together with BrightShare, is well positioned to offer end-users and affiliates an ultimate offering. Teaming with the immensely successful TexoMobile network is a significant move and we look forward to a long and beneficial partnership."

"We are very excited to work with an affiliation network like BrightShare," said Vianney Settini, CEO of TexoMobile. "Wild Jack Mobile Casino's game play is world class and will definitely be something that our end-users will love. As always with TexoMobile, we have listened to our wapmasters and given them something they know their communities want."

Robbie Guy, Marketing Manager for Wild Jack Mobile Casino commented, "As a world leading mobile casino, we're delighted that our outreach will be extended further through this partnership. We pride ourselves on being at the forefront of mobile gambling, always offering our players new, exciting games and constantly enhancing the user experience. TexoMobile's clients can be guaranteed a superb service from WJMC and BrightShare, we hope that this partnership flourishes and that many more people can enjoy Wild Jack Mobile Casino."

About BrightShare:

Founded in 2002, the BrightShare Network is a leading online casino affiliate program, featuring extensive reporting capabilities and offering among the highest commission levels in the industry with its unique six-level structure.

About TexoMobile:

TexoMobile is a creator of mobile communities such as iGloo.mobi. TexoMobile also manages the largest wapmaster community on the mobile internet with Mobpartner.mobi.

About Wild Jack Mobile Casino :

Wild Jack Mobile Casino (WJMC) is among the first 'fully functional' mobile casinos to be launched on a wireless platform, providing mobile phone users the ability to play exciting casino games directly and instantly from their handsets.

An interesting and pertinent artcile by Ofir Leitner

I have been hearing a lot lately from various people, especially those who are starting now new ventures, but also established companies about their tendency to develop their apps to the new kids in the platform block (iPhone and Android) while abandoning older and more established platforms, especially J2ME.



The claim is that J2ME is too much of a hassle, first because of its porting problem, then because of the carrier related problems, and in the end the result on devices doesn't look too good anyway due to the platform limitations.

I agree that J2ME hasn't been very pleasant for developers in the past few years, and same goes for other platforms such as Brew, Symbian, Windows Mobile to some extent - each with its own problems (Flash Lite is somewhere in between it's relatively new and promising but didn't make as much noise as iPhone/Andorid). But things are changing and it would be a shame to drop these platforms just when they are maturing and go to new and shiny platforms that is still in its boot camp...

But let's go back a bit, and ask first the very important question: Who is your target audience? This marketing 101 question will lead to the next question: What devices does your market audience use? (or in other words: What are your target devices?)

I believe asking this question, while ignoring technology aspects for a second, is very important since it makes the distinction between which devices your target audience uses to which devices you would have liked them to use...

Yes, there are new shiny platforms like the iPhone and delayed but soon to be launched Android, and yes, you can do great things with those. Things you wouldn't have dreamed about doing in J2ME. But, your users are not necessarily using them. To be exact, whatever your target is, 0% use Android currently.... And as for the iPhone it is true that it has gained a very nice chunk of the smartphones market share in the US (27%), but its global marketshare when you take into account all phones (not just smartphones) is 0.14%...

Also actual handset market share data may surprise you sometimes. For example in the US you will find that the top phone is Motorola V3, which really doesn't have a strong J2ME virtual machine, and my guess is that its Brew version strength is similar... Other phones in the top places are not that strong either. Note that I am not talking necessarily about currently selling phones, but about handsets that are currently in the hands of the American people, and until iPhone/Android will crawl up to the top of the table it will take time.

The reality is that sometimes your target audience uses low-end devices. Take gaming for example. I believe that the true promise of mobile gaming is bringing games not just to those with the newest smartphones, or niche gaming devices, but rather get them to everyone - to those "dormant" gamers, that would love to kill 5 minutes on their way to school/work/senior citizens house... And experience has shown that you do not necessarily need a game with killer graphics/FX - in fact the most simple games such as trivia games (who wants to be a millionaire, wheel of fortune) and puzzles such as Tetris have been the best selling games, you don't have to take my word for it - check out Jamster's top mobile games list.

So my bet is that J2ME will stay a solid platform for gaming and even the first choice as it is today, even if the new platforms offer more stuff.

On the other hand, if you are developing business applications that require anyway devices with good internet connectivity, big screens and maybe even full qwerty keyboard and/or touch support, naturally your first choices will be smartphones platforms like those who've been around (Symbian, Windows Mobile) and also the newer iPhone and Android.

In any case, don't forget that all the childhood sicknesses that J2ME has been having in the past few years are still waiting to happen on iPhone/Android... It is true that iPhone is less problematic in the same way that Mac hardware and drivers was less problematic than what we used to call "IBM-compatibles" (now known as PCs...) - simply since in the PC world there were hundreds of hardware suppliers and in the Mac just one... However, Apple might also release several devices for different profiles - even now we already have 2 devices: iPhone and iPhone 3G. Now what about the rumored iPhone Nano (Some say it's a hoax), or the other iPhone flavors that will be launched in the future? (iPhone Air?...)

One of things the mobile market has proved is that people like to differ themselves with cool new gadgets... The iPhone definitely hit that spot, but you can't do it twice - people will be looking for the next cool thing, and I have no doubt Apple will know how to provide it, but once you issue different screen sizes and different capabilities, you break somewhat the promise of no porting problems (And don't forget the iPhone look alikes coming soon from all the major handset vendors, each of those have the potential to become a hit, but they won't have the same platforms at all..)

And the irony is that just now when people have given up on J2ME, it is finally getting stabilized... it is not there yet - but definitely going in the right direction. For example, many developers can tell you that porting to the new breed of devices is not that hard as it used to be. In fact MIDP 2.0/CLDC 1.1 devices actually sport reasonable if not good VMs that are less buggy and less quirky. This led to the one-JAR-fits-all approach, that could have never worked in the past, but surprisingly enough, it works now. It may not fit 100% of the devices, but it fits a very large proportion of the newer devices.

In addition, capabilities that in the past were non-existent in the Java world because of the sandbox approach are now available on most new devices: Starting with bluetooth, advanced networking (Not just HTTP), which were here for a long time now, going through addressbook and file system access, location based services, 3D graphics, vector graphics which are available on most new devices and till newer features like content handling (your java app can be registered as a handler for a content type, so you can write a video player that automatically launches when the user clicks on video file even outside of the java context).

And the best thing is that all those capabilities are better standartized than before. And also Sun is actually taking a proactive role both in the standartization and also in introducing new frameworks that makes things easier for developers such as their new UI toolkit, LWUIT.

To sum up - don't get me wrong, I believe that iPhone and Android are both great and promising platforms that open new possibilities for mobile developers, and we can already see its effects on the platforms market. There's nothing like a competitor "breathing on your neck" to get you finally going faster... But: Don't focus all your energy there and pay attention to the platforms that are currently in the hands of your users, and that in spite of how things look like now, will probably stay there, at least enough to make you get used to them...

The small Indian Ocean nation of the Maldives has begun setting up a pioneering system which it hopes will make it one of the first countries whose citizens bank primarily using mobile phones. All the country's banks have been brought together under a single system to allow the islands' residents to pay money in and out swiftly without the need to travel to the nearest branch - which could be many miles away.



The Maldives received a US$7.7m loan from the World Bank in April, allowing it to begin establishing m-banking. It was seen as an ideal place to start up, with a relatively high GDP and lots of people with mobile phones.

"People are quite supportive, because the project is targeted at the rural islands, and especially the people who don't have any banking," Maldivian journalist Zahina Rashee told BBC World Service's Culture Shock program.

"For example, in the 2004 tsunami, a lot of people lost all their life savings because they had them in a pillow or a tin can at home."

Extending credit

Tom Standage, Business Editor of The Economist magazine, said that mobile banking has been a major success story in the developing world and is in fact ahead of the developed world.

He explained that in a typical developing country, for each extra 10% of people with mobile phones, an extra half a percentage point is put on GDP growth a year.

And he predicted that the next wave of economic development will be driven by "m-banking".

"There's are some very interesting things happening in Kenya, in South Africa, in the Philippines, with mobile banking - and this is taking it to the next level," he said. "What's interesting about this system in the Maldives is that it's an experiment, as far as I can see, that the World Bank is setting up as a way of extending credit to people."

He added that it would be "very interesting" to see the impact of getting all banks together and applying a single system across the whole country.

"I think it's a very promising area," he added.

"Yes it does make money for the operating companies - essentially it costs the same amount as a text message to send money in or out - but even the poorest people who use this are prepared to do that, because there are benefits for them there."

People are finally starting to notice the mobile web.. with its quirks, specific issues and hurdles and mostly its vast potential. Also driven by a mostly European impetuous developers are starting to realize that mobile web sites should be specifically designed and built. What I am trying to say is they aren't just poor cousins of web sites... they fulfill another function. A function based on being mobile, on snacking content, on staying in touch always, on killing time pursuits.. and for the developing world on a replacement to the PC based web.

So what I would like to do is give a few resources that my team has found interesting. Following will be forums, blogs and tools that can be used for developers or managers who are getting acquainted with the mobile internet.

I guess to start off is the people behind .mobi sub domain and who are based in Dublin and push very hard to make .mobi THE destination for mobile sites :



You can find many resources and info on their sites and blogs. They also link to many exemplary mobile web sites so you can see what is best practices and what should be avoided.

A pretty cool mobile web site that talks about .mobi is this one :



I would suggest that you visit directly from a few mobile devices and maybe an emulator so you can see the differences for yourselves.

The next place I would suggest you go is here :



These are the same people as .mobi and they provide quite a few pointers on how to develop a proper .mobi site.

Also with all the visibility that the iPhone is making for the mobile web it can be worthwhile to start right from th beginning to look at what it takes to make a iPhone and iPode touch compatible site. Apple gives here the stuff to start off :



The next place to visit is our friends over Mobility. They are a forum of mobile enthusiasts, developers, entrepreneurs and industry specialists.



You can visit from both a PC or from your mobile device.

To fully understand the user agent issues and to tap into the largest open source database of mobile device it is a must to visit Luca Passani's WURFL here :



At this point hopefully you will have tried building your own site.. well then it is time to get a rating :



Once you know about all these things and you build your site it may be time to earn some money... that is where things like MobPartner.mobi come in :



Finally as we all know networking is super important.. well I found a small but growing network on Linkedin :



Here are a few great blogs that will help you understand the various issues surrounding mobile sites and the revenue models that are used :
http://www.developing.mobi
http://mobienthusiast.mobi
http://www.mobiadnews.com/
http://www.m-trends.org/
http://wapreview.com/blog/
http://igloo.mobi/

Nokia Interactive, the mobile advertising arm of Nokia, has announced a new alliance aimed at making mobile advertising easier for brands. The alliance will integrate advertising solutions from multiple companies into a single Nokia interface.



The intent of the program is to bring together a variety of mobile advertising formats to give brands a better way to increase consumer engagement. Through the alliance, advertisers will be able to plan, execute, and measure campaigns that include a wider variety of customer engagement points.

Several companies have already been certified as Members of the alliance, including i-movo, Mobile Acuity, Mobiqa, and uLocate. These companies provide a range of mobile advertising technologies, including digital coupons, image recognition, mobile barcodes, and location-based targeting.

This effort directly addresses one of the biggest issues in mobile advertising: • a key strength of mobile is that it is very flexible and can actively engage a consumer in many ways at many times of the day. • one of the biggest challenges often cited by advertisers and their agencies is the difficulty of running mobile campaigns, and the fragmented nature of the industry.

This objective has been appreciated by people in the industry. Scott Heron, Director of Digital Services at Wunderman said “To realize truly integrated advertising, it’s imperative that major brands can make use of a range of mobile services. The Advertising Alliance brings together the most innovative technologies in the market, and brings trust to brands who want to use them.”

Brian Bos, Senior Vice President, Convergence Director at MindShare-Team Detroit said “Mobile is maturing into an effective advertising medium, however, the fragmentation of certain technologies makes it hard for some programs to scale. We applaud Nokia’s efforts to streamline this evolving market and make it easier to manage our clients’ mobile advertising investment.”