Question to Frederic Dumeny VP business development AdFonic (mobile advertising)

What can you tell about Adfonic?
Adfonic is a self service global mobile advertising exchange. Advertisers and their agencies can bid for advertising on mobile sites and apps, creating a new revenue stream for mobile publishers. Adfonic’s self-service mobile advertising marketplace addresses the advertising community’s increased demands for sophisticated campaign management and maximises the earning potential for a new generation of mobile internet sites and applications worldwide.

What's your recent news?
Adfonic will be launching on Wednesday 1st July 2009 offering existing and new advertisers and publishers a better mobile advertising service. With Adfonic, advertisers and publishers alike will benefit from the most advanced targeting capabilities in the market, detailed web-based real-time reporting and analytics, and an intuitive user experience.

How can you differentiate in a very competitive market?
First and foremost, Adfonic has developed a new world class next generation mobile advertising platform, built to meet the challenges of tomorrow. The platform was designed and developed by some of the leading product marketing and technology people in Europe and USA.

Secondly, we are the first home grown European self-service mobile advertising marketplace. That's good news for publishers and advertisers. The market intelligence we've  gathered indicates that the competition has not done a very good job here.  We will be launching with the most comprehensive  mobile advertising platform. We believe that in order to succeed,  you must give advertisers and publishers control and flexibility. We've achieved this by giving users lots of tools and features.

Overview of our comprehensive service:

Real time reporting and analytics
Most comprehensive targeting
Payment options for advertisers and publishers
Flexible approach to support multi ad units
Integration with publishers to pass across behavioural data

An experienced management team with advertising, marketing, technology backgrounds in mobile, online and blue chip. We our confident our innovative roadmap will deliver features and capabilities that advertisers and publishers are looking for. We believe in a customer led approach backed up by a quality service and attention to detail.

How do you see the next 12 months evolving ?
There are some key themes :

The mobile ad networks will be forced to open up and behave more like their web counterparts. This will be the shift from blind to transparent networks. First browser based location ads will be launched using the iPhone 3.0. Local information providers get ready !

Boom in ad formats. MMA will be forced to update their Mobile Marketing Advertising Guideines doc in line with market demands. Apps still king. Trend for ad funded apps will continue to grow as 1) more iphones are sold ( and resold on ebay!) 2) more apps stores launched ( blackberry, nokia, operators …) 3) average number of apps per device increases.

Google's official entry into the mobile ad space will drive mobile search ad advertising. We will see a play for the mobile search space from the few remaining mobile search businesses and new emerging ( mainly vertical ) ones. Increased allocation of marketing budgets towards mobile advertising and mobile advertising showing up more and more in the agency planner's media mix.

Mobile advertising will be fully accountable with the introduction of CPA. This means that mobile will be the most personal item coupled with the most accurate to measure for marketeers. Surely, that must trigger a shift in thinking?. First moves towards consolidation : Some of the early mobile ad start-ups from 2006 -07 will be looking at exit strategies. So M&A activity will be clearly on the radar.