A Sydney startup has
beaten 170 development teams from around the globe in a contest to deliver the most innovative multimedia mobile phone application at the GSM World Congress last month.
CardVentures, a Java card developer founded late last year, was awarded the Golden Palm for Innovation in the field of GSM technology for the delivery of CardCreatures.com, an Internet-based advertising, promotions and marketing mobile phone solution that uses intelligent characters to deliver messages to a consumer's mobile terminal.
"CardCreatures.com was a team effort that came from our belief that the Web model of broad click-through delivery advertising and promotion was not suited to the mobile world," commented Paul Schulz, founder and technical director of the winning CardVentures team.
Central to the CardCreatures concept are phone characters that come to life through the use of Java Card SIM and wireless technologies such as SMS, IR and Bluetooth.
The characters go about performing different tasks for the user and deliver advertising content attached to their responses.
"In this way, the advertising is far less intrusive than simply broadcasting targeted ads to the consumer and interrupting them when they're not expecting it," Schulz explained.
The concept was developed by Schulz and his partner Leon Koutsovasilis using Bull SIM Rock 'n' Lab development kit, which was spec-ially designed for the SIMagine 2000 competition by Bull Smart Cards & Terminals.
Thanks to the accolade, CardCreatures will be the first major Java Card concept created by self-funded CardVentures to be developed commercially.
"The level of interest shown by mobile operators [in our product] has been much higher than we ever expected," Schulz said. "We are now [talking] to all the leading mobile operators of the key European markets, as well as finalising venture funding for the service as we speak."
First CardCreatures-based services should become available in Europe later this year.
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