Virgin taps JumpTap for mobile search

JumpTap continues its string of partnerships with Virgin Mobile USA announcing a partnership to launch new search functionalities both within the MVNO's own content deck and off-portal across the mobile web.

The relationship with JumpTap will also allow Virgin Mobile to expand its mobile advertising capabilities.

Targeted advertising via search is the next step forward in Virgin Mobile's approach to mobile advertising – which first debuted earlier this year with the launch of SugarMama.

"The SugarMama incentive program was the first of its kind to offer customers free airtime in exchange for their viewing of ads online, once they opted-in," added Virgin Mobile CMO Howard Handler. "Both programs represent Virgin Mobile’s customer-centric view of advertising; in search, customers will be served sponsored links that are contextual and relevant once they’ve entered in a topic."

"Navigating through pages of WAP content, or trying to hit websites that aren't mobile-enabled to find that one thing you're looking for, will soon be a thing of the past," Virgin Mobile VP of mobile data services Dominick Tolli said in a prepared statement.

"By simply typing in the name of a favorite artist or topic into their wireless handsets, customers will immediately pull up results of all related content from both Virgin Mobile and sites across the Web."

The new search engine, which goes live in February 2007 and will be available on all Virgin Mobile 3G-enabled phones – such as Slice, Flasher V7, Switch_Back and more – at no additional cost over the existing fees related to WAP deck access and Web browsing.

Virgin Mobile is no ordinary mobile phone company and it has avoided the MVNO failures that hit experienced companies such as Disney - and it still sees plenty of room for growth in the US youth market. Expect more innovations in mobile search and marketing.

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