Branded3 Develops Location-Based Search to Deliver 'Concierge' Services to Mobile Platforms

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In a partnership between Leeds, UK-based interactive development agency Branded3 and Jeanie Media, Branded3 has provided the technology to drive location- and interest-based searches for mobile-phone-based 'concierge' services. This enables brands to signpost their products and services to consumers who want to hear about them - at the press of a button on their mobile (cell) phone.

Branded3 has helped us to deliver a mobile search application which puts consumers first. Together, we've built a service which provides only the most relevant information, delivered super-fast at the touch of a button.

In a partnership between Leeds-based interactive development agency Branded3 and Jeanie Media, Branded3 has provided the technology to drive location- and interest-based searches for mobile-phone-based 'concierge' services.

Branded3, which specialises in bespoke applications for mobile and online, has developed a sophisticated search engine technology (patent pending) which can restrict results by region and user interest. This enables brands to maximise and refine their visibility within a pre-determined region (such as 'Leeds'), and enables consumers to filter the content they receive so that it's as timely, relevant and useful as possible.

The technology powers Jeanie Media's mobile concierge service, which offers brands the opportunity to put together customised mobile search channels. With a single click from a mobile phone, the service will pinpoint the user's location and accurately and speedily provide listings which are relevant to their interests in their immediate vicinity (such as nightclubs, bars, shops, restaurants, car parks, etc). Designed to be extremely user-friendly, Branded3's search algorithm requires no text input--simply letting users select from a range of categories including 'eat', 'music', 'entertainment' and 'travel'.

Content is selected from a huge range of the UK's best-known and most well-respected listings publishers, such as Itchy City, Square Meal, the Press Association and the AA.

Vin Chinnaraja, managing director of Branded3, says of the development: "This partnership is a fantastic example of how technology can work closely with brands to deliver exactly what consumers are interested in. We're all beginning to experience information overload, but here's a way for people to get information which is directly relevant to what they want to know, right where they are--because brands can be signposted to people who already want to hear about them."

The software has been developed using a combination of Sun Java 2 Micro Edition (J2ME), Microsoft .NET and location-based services (LBS) and is available for the vast majority of mobile phones. Versions for Apple's iPhone and Windows Mobile are in development.

Alexander Fairfax, managing director and co-founder of Jeanie, said, "Branded3 has helped us to deliver a mobile search application which puts consumers first. Together, we've built a service which provides only the most relevant information, delivered super-fast at the touch of a button."

The first brand partner to take advantage of this new mobile concierge service is Itchy City, the leading youth-orientated publisher of local city guides. The first application, Itchy Mobile--Driven by Jeanie, is launching across 16 of the UK's leading university cities, including London, Edinburgh, Leeds, Manchester and Oxford, and will be promoted to its monthly audience of 5.5 million mobile-phone users across a range of media channels, including print, outdoor and online.

NOTES FOR EDITORS

Contact details
Contact Vin Chinnaraja, managing director of Branded3, on 0113 281 4100 (mobile 07739 864447).

About Branded3
Branded3 is a digital agency specialising in the application of great ideas online and on mobiles. Established in 2003 and based in Leeds and Malaysia, Branded3 has clients across the UK and South-East Asia, including BMW, Heinz, Phones4u, Red Bull, Interflora, JP Morgan, Malaysian Airlines and Airbus.

About Jeanie Media:
Jeanie Media is a new (2007) mobile search start-up company providing personalised 'concierge' services for consumer and media-brand partners and content suppliers. Jeanie offers brand partners a tailored search channel on mobile, providing users with the listings content they're most interested in.

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Vin Chinnaraja
Branded3
+44 (0)773 986 4447
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Nicola David
bangyourowndrum
+44 (0)7966 444 104
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