Telemig Celular, Amazonia Celular and Celltick launch "Se Liga" mobile media service across Brazil

Brazilian mobile operators Telemig Celular and Amazonia Celular have today launched a new mass-reach, mobile media service powered by Celltick LiveScreen™ Media. The service, called Se Liga, will turn subscribers’ mobile screens into an interactive personal billboard to promote content mobile services and brands in order to drive additional ARPU. Celltick has been appointed to manage the service.

Se Liga will broadcast teaser messages across the idle-screen of the mobile phone. The subscriber just clicks once to reach the option menu which leads to a variety of related content, offering the users an enhanced mobile experience where they can easily discover fresh content. Available content includes current affairs and business news, lifestyle articles, sports results, ring tones and games.

Advertising messages will also be included in the programming mix. The platform provides an excellent opportunity for brands to reach a mass audience on a personal scale by combining cell broadcast technology with relevant subscriber information. Among the first to advertise on the platform are Fiat and Unimed who display advertising on the idle-screen and will place banner ads in proximity to content appearing in the platform's WAP landing page.

Under the Managed Service agreement, Celltick will be managing all aspects of the Se Liga platform, including editorial content, programming and advertising. In the first phase, Se Liga will go live to 100,000 subscribers. As Celltick’s LiveScreen™ Media platform has now been deployed by more than 25 mobile operators across the globe, Celltick’s managed service team has a wealth of experience using this platform. This gives them the knowledge to utilize the platform in a way that delivers optimal results for their customer operators. 

Andre Mastrobuono, CEO of Telemig Celular said: “In Europe and Asia, Celltick’s LiveScreen Media has already been used with great success and is very popular with the youth market. We’re now bringing that pioneering service to Latin America.”

Stephen Dunford, CEO of Celltick said: “Mobile Marketing is already a reality in Europe and Asia As a new media, Se Liga will show its potential for the South American market delivering it a compelling marketing platform for tier one advertisers. With a reach capacity of over 160 million users and generating over 35 million monthly transactions, Celltick’s LiveScreen Media has proven it can provide operators with a new revenue stream.”