[26.09.2007 first posted on silicon republic]
Irish start-up Xiam Technologies has announced two deals this week with mobile operators Vodafone Ireland and Orange UK.

Xiam will manage the technical and commercial inventory of Vodafone Ireland’s mobile advertising proposition as part of Vodafone’s recently released mobile internet portal.
Xiam will use its MPOS (My Personal Offers System) technology to serve ads on the portal. Xiam will also provide extensive ad management, reporting and campaign management to advertisers.
Launch advertisers to appear on the portal include a mix of international and domestic brands including Xbox, Pepsi, SonyBMG, Halifax, Warner Bros.., Irish Rail, Daft.ie, Carzone.ie and RTÉ.
“At Vodafone we see mobile advertising as a significant opportunity to augment revenues whilst improving the portal offering and Xiam’s proven commercial and technical know-how will bring the best to the channel for both advertisers and subscribers,” said Chris Handley, head of mobile internet and content at Vodafone Ireland.
Colm Healy, CEO at Xiam, remarked: “We are really excited about bringing our MPOS technology to Vodafone Mobile Internet. Its ability to reliably track ads and combine real-time responses with data such as usage history, purchase history or credit rating to target ads more precisely will be a real driver of the channel for both Vodafone and advertisers. Feeding this data back into campaigns leads to higher response rates and allows advertisers to maximise return on investment.”
Vodafone has launched a new flat rate data tariff as well as a revamped portal design to make it easier for their users to find content.
Orange UK will also use Xiam’s MPOS technology to provide customers with real-time recommendations across the Orange World Portal. MPOS will help Orange World customers to discover personalised content that is relevant to their own specific interests.
Jim Small, portal relevance manager at Orange UK, stated: “It is the first time our customers will be able to access a diverse range of content services through a tailored recommendations page on Orange World that is based on the intelligence we have gathered from each user’s previous visits. For us it is about enhancing and personalising the customer experience, whilst increasing customer loyalty and content revenues. We believe that Xiam’s MPOS technology will help us do this.”
By Niall Byrne