Melbourne-based Internet technology developer MultiEmedia has entered the Australian
infomediary business market by purchasing a 15 per cent equity stake in
start-up company Brands Online.
Under the new partnership agreement, MultiEmedia will provide all
technical support and e-commerce solutions for Brands Online, with
particular emphasis on ensuring secure online information.
In return, Brands Online will offer consumers a range of incentives to
interact with major brands over the Internet.
MultiEmedia’s joint managing director, Geoff McLeod Smith, said the
decision to partner with Brands Online would fuel the company’s overseas
expansion.
“The Brands Online business model is particularly appealing as it can be
replicated in overseas markets and this is congruent with MultiEmedia’s
overall global investment strategy,” he said. “Consumer data can be traded
as a commodity throughout the world and therefore provides a very
attractive revenue stream for our company”.
The infomediary model works by developing a site where consumers can
register their personal details along with attitudes and opinions on a
variety of products and services. By authorising distribution of the
information to sponsoring companies, consumers receive various benefits
including discounts, sample packs and incentives.
Brands Online chief executive officer Joseph Ebbage said the decision to
ally itself with MultiEmedia was based on the company’s standing as a
e-commerce developer.
“Brands Online has spent significant time researching the Australian
Internet market,” Ebbage said. “By selecting MultiEmedia, we have partnered
with a company that has the required mix of technical expertise and
business acumen”.
“Although the Australian infomediary market is in its infancy, we are
confident that through our association with MultiEmedia, we can develop an
online application that is far superior to any traditional method for
collecting data on consumers’ brand and lifestyle preferences,” he said.
MultiEmedia’s partnership with Brands Online follows the recent
announcement of its alliance with ANZ Bank to develop e-commerce services
for the bank’s customers.
