On-Device Portal Provider Action Engine Gets Closer To MSNBC; More Deals In The Pipeline
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The tie-up between Action Engine and MSNBC.com has taken on a new dimension, with Action Engine expanding the number of devices that its service can run on. According to the release, users can now download the MSNBC.com Multimedia on Mobile Service |
| on the Motorola Q, HTC 8525, Palm 750, and Pantech PN-820. (More phones, including the new Windows Mobile 6.0 powered devices, such as the fast-selling HTC Dash, will be supported in July 2007.) | |
The Multimedia on Mobile service was originally developed in partnership with Action Engine and uVuMobile. In a nutshell, the downloadable idle screen app lets users read MSNBC, watch video from Today and The Week in Pictures – and share content with their friends directly through SMS and email. (More detail here.) The ad-funded service launched in March with Windows Mobile as the sole sponsor.
MSNBC has also increased the number of distribution channels for its services, promoting the service via the Microsoft Windows Mobile website and adding to the download options currently available at: http://gomobile.msnbc.com.
It was a little quiet at Action Engine, but look for that to change big-time as more media companies jump on the ODP bandwagon and harness the idle screen to grab the attention of users 24/7. (The advance of ad-funded means ODPs are more than an instrument to build brands; they are a part of a full-fledged D2C business strategy that pays dividends.)
Yesterday, I had a pre-briefing with Scott Silk, Action Engine CEO, to discuss what we can expect over the next few weeks. (Sorry, news on NDA – but watch this space.) I can tell you Action Engine is gearing up to announce deals with business media giants and disclose a significant investment that will make it all possible.
As Scott put it: Media and content companies are aggressively pursuing ODP strategies. He’s also seen a raft of sees RFPs from all the big brands, a clear indication that brands increasingly want to deliver their content on their terms.
