WindWire Unveils Test of Wireless Ad Network

WindWire, a four-month-old start-up
firm, rushed onto the wireless advertising scene on Tuesday, with the
announcement of the test phase of its new wireless advertising network —
WindCaster.

Publisher Nando Media, ad agency M2K, and Alerts.com have signed on to participate in
the test. WindCaster is designed to deliver targeted ads, coupons, and
promotions to wireless devices, including phones, PDAs and two-way pagers.

“Many analysts predict that by 2003, more people will connect to the Web via
their mobile phones than via their PCs,” said Sean Harrison, chief executive
officer and president of WindWire.

“As a result, we believe that the wireless medium represents the second
coming of the Internet. In response to the wireless revolution, WindWire has
worked diligently to ensure that we’re first-to-market with a compelling
wireless marketing solution.”

WindWire, like other players such as i3Mobile and Profilium, are working to
positioning themselves as early movers in the wireless space, hoping to
outmaneuver larger and more established Internet players like 24/7 Media and DoubleClick. 24/7
Media on Wednesday launched a wireless advertising network in Europe.

The WindCaster technology is aimed at delivering targeted ads and coupons to
wireless consumers. In addition, the service lets consumers opt-in for
real-time offers and information.

“We are very aware that wireless advertising, as with other forms of
advertising, has the potential to be somewhat intrusive,” said David Spitz,
chief technology officer WindWire.

“For this reason, we have developed advanced, patent-pending technologies
that will deliver relevant offers in ways that minimally impact the
consumer’s mobile experience. For example, we can deliver ads between page
selections or when a phone number is being dialed and connected – all
without adding any delays to the user experience.”

WindWire is expected to launch WindCaster officially in the fourth quarter.
In the meantime, it is rounding up partners — advertisers, publishers, and
carriers — to help it work the bugs out of the system.