A new consortium of companies has formed the Mobile Advertising Alliance, with the promise to revolutionize mobile phone networks as an advertising opportunity. The collaborative venture was started by software vendors Anam, Cibenix, Mobile Cohesion, Openet and SLA Mobile; each member firm provides a best-of-breed component to the mobile advertising platform.

The Alliance has defined a platform that allows mobile operators to secure their position in the mobile advertising market and advertisers to reach a wide market with uniquely targeted campaigns. The platform also promises to allow systems integrators to achieve rapid integration of software solutions with existing telecommunications infrastructure.

Nic Stirk of Alliance member SLA Mobile said in a statement: “Our advertising solution is an easy-to-use platform that delivers both mobile advertising and direct marketing – something that has been very difficult to achieve in the past. The platform provides secure access to operator-owned demographic, behavioral and contextual profiling data and provides multiple media channels to deliver personalized and targeted campaigns. In the mobile medium, personalization ensures that advertising is seen as appropriate and relevant for the mobile user – thereby overcoming the shortcomings of other approaches.”