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Broad Investments Unlocks Huge SE Asian Market with Exclusive Mobile Content Deal with Admax and MSN

  • 02 August, 2006 13:30

<p>Opens Office in Thailand to Service SE Asian Market</p>
<p>Australian-based company, Broad Investments Limited (ASX:BRO) today announced that its wholly-owned subsidiaries, Glovebox/MTX, have signed a major contract with Admax, South East Asia’s premium digital agency and Internet network, to become the exclusive supplier of mobile content to MSN and over 80 partner sites. This follows on the recently-announced Sensis trial of GloveBox technology in Australia and the sale of the award winning Pocket Portal application to MTV for the launch of its Mobbed product in several Asian countries.</p>
<p>The deal, which leverages Admax’s exclusive contract to operate MSN Thailand and Philippines, gives Glovebox/MTX access to a targeted market of 23.5 million potential customers across five countries. The network has 216,000 unique visitors per day in Thailand alone and based on MTX’s modest expectations of 1.75%-2.00% take up, it has the potential to generate up to 4,000 product downloads a day. These numbers are based on the first stage of the rollout with Admax in SE Asia, but as the roll-out expands, it has the potential to generate substantial and increasing revenue over the next three years.</p>
<p>GloveBox/MTX will initially supply its Pocket Portal application, a Ringtone download site and a consumer application that allows users to create their own mobile content. This will be re-branded and channelled through Admax partner sites, including MSN, Yahoo &amp; Google.</p>
<p>GloveBox has established a new office in Thailand to service the South East Asian market and facilitate new relationships with Admax subsidiaries, Impaq MSN (Thailand), which has over 4.2 million users, including 216,000 unique users each day; and Newmedia, an advertising agency that represents the most exclusive and relevant localised websites in SE Asia.</p>
<p>According to Admax, Newmedia provides a single point of contact to enable advertisers to reach over 100 million digital consumers in Asia within targeted environments. Newmedia’s technology enables the delivery of a wide range of compelling and effective rich media advertisements with full 24/7 campaign visibility and simple optimisation tools, and the addition of Pocket Portal will create a powerful new marketing medium.</p>
<p>“This agreement is significant step forward for Broad Investments’ Asian strategy,” said Broad Investments’ Chairman, Vaz Hovanessian. “The power of the third screen, the mobile phone, as a marketing and a content delivery medium is increasing exponentially worldwide, as are the revenues from such applications. Advertisers can monitor their targeted marketing strategies and consumers can interact with brands on their phone – whether buying a pizza, booking a taxi or updating their ringtone. The opportunity to partner with Admax in the South East Asian market with its high mobile phone penetration allows us to draw on the experience, reach and client base of Admax, Newmedia and Impaq MSN to create a strong presence in the region”.</p>
<p>The agreement also fulfills Admax’s agenda to develop a profitable mobile phone solution business.</p>
<p>“Although our current business is primarily online, our plan is to be the leader in online-to-mobile apps and call-to-actions via mobile,” said Veerapongse Paul Srivorakul, CEO and Chairman of the Admax Group.</p>
<p>“South East Asia is a very mobile phone-centric region with a very high penetration of mobile telephones, especially within the 15 – 40 year old demographic. Admax is excited by the opportunity to team up with Glovebox and MTX to further enhance our leading digital presence in the region.”</p>
<p>Guy Glover, General Manager of Glovebox/MTX in Australia, said: “Pocket Portal puts ‘brands in hands’. First the current X and Y generation had TV, then it was computers, now it is the “third screen” and we are taking advantage of this most personal and interactive advertising medium”.</p>
<p>About Admax Group of Companies</p>
<p>Admax/Newmedia reach
 Number of Websites: 65
 Network reach: 8 million
 % of Internet Population: 80%
 Number of Websites: 8
 Network reach: 4 million
 % of Internet Population: 50%
 Number of Websites: 8
 Network reach: 5 million
 % of Internet Population: 50%
 Number of Websites: 5
 Network reach: 1.5 million
 % of Internet Population: 63%
 Number of Websites: 8
 Network reach: 5 million
 % of Internet Population: 33%</p>
<p>About Admax Group of Companies</p>
<p>Primary Business:
- Digital Marketing Services &amp; Technologies, Media Network, and Content/Channel Development.
Target Market Segments:
- Digital Advertising, E-commerce, Online Market Research, Online Classifieds and Web Publishers in Southeast Asia
- Mobile applications
Target Customer Categories:
- Online publishers (ad-supported, corporate, e-commerce)
- Agencies (full service, creative, media)
- Corporate Clients (B-to-C and B-to-B)</p>
<p>Ownership / Investors:
- Private investors and strategic partners
Company Products / Services:
- Online marketing &amp; consulting services (creative, media, research and technology)
- Digital media network and ad serving system (Serve and manage online advertising campaigns)
- Content publishing and Aggregating (,
- Digital Media Sales
- Online Classified &amp; Job Site (Yello Co., Ltd.)
- Travel Site (Earthhop Co., Ltd.)
Key Customers:
Over 30 agencies in S.E. Asia use Admax’s online creative, media, and technology services, including: Euro RSCG, OMD, Ogilvy One, Mindshare, BBDO, Saatchi &amp; Saatchi, Starcom IP, Carat Interactive, TBWA/Chiat/Day, Fareast DDB, Mediacom, Y&amp;R, Universal McCann, Initiative Media, Media Intelligence, Mediaedge:CIA, Brand Connections and many more.</p>
<p>Over 100 S.E. Asia web publishers are part of Admax’s media network and serve our technology, including,,,, Dailynews,, Nation Group, and many more.</p>
<p>Over 200 campaigns have launched under Newmedia for advertisers in every major product vertical including: IBM, HP, Disney, Visa, Warner Bros., Microsoft, General Motors, Unilever, Intel, Fox Studios, Sony Pictures, Nissan, Pfizer, Universal Studios, Toyota, Panasonic, Honda, Sony Electronics, Johnson &amp; Johnson, American Express and many more.</p>
<p>About Broad Investments Limited (ASX:BRO) (
Through its wholly-owned subsidiaries, Broad Investments is a major service provider in the premium mobile content market. Originally established as a telephony products company, Broad Investments acquired premium distributor of mobile phone content, Glovebox Group of Companies, and mobile and Internet payment provider MTX Holdings in October 2005 as part of its strategy to establish a strong foothold in both the Australian and international mobile content markets. Through its acquisitions, Broad Investments gained access to leading major record labels in Australia for true tones, and ownership of the technology and the payment mechanism that delivers the product, including wireless payment methods that span WAP billing, prepaid engines and wireless top us services gateways. Broad Investments also exclusively launched UK-based integrated consumer interactivity solutions provider Amplefuture, and its highly successful mobile marketing application, Pocket Portal, in Australia. Broad Investments has also entered the broadband telephony market with the launch of wholly owned subsidiary BroadIP, a corporate and residential VoIP provider offering full national coverage.</p>
<p>For further information please contact:
Vaz Hovanessian Broad Investments Ltd 02 9425 0000
Shuna Boyd Boyd PR 02 9418 8100</p>

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