China Telecom Chooses Madhouse as Partner for Best Tone Mobile Local Search Service

China Telecom Chooses Madhouse as Partner for Best Tone Mobile Local Search
Service

SHANGHAI, June 16 /PRNewswire-Asia/ -- Madhouse, China's leading mobile
advertising network, has recently announced a partnership with Best Tone
Information Service, a wholly-owned China Telecom subsidiary that provides
local search services. According to the two-year agreement between the two
parties, Madhouse will empower Best Tone's mobile advertising business and
serve as Best Tone's preferred mobile advertising platform partner.
As China's largest and most intelligent mobile advertising network,
Madhouse's MadServing(TM) mobile ad serving platform serves ads effectively to
targeted audiences and intelligently optimizes ad serving performance and
marketing return on investment by placing frequency caps on the number of
impressions, clicks, and downloads for each unique visitor. Ads served on
China Telecom's Best Tone's mobile local search site will be able to target
audiences using relatively detailed geography-based information and Madhouse
will utilize MadServing(TM) to power mobile advertising for the company's
mobile properties and services, including Best Tone's popular mobile web site.
Madhouse has pioneered the development of numerous mobile advertising
formats in China, such as full-screen interstitial ads, mobile video ads etc.,
and will utilize this expertise to collaborate with China Telecom's Best Tone
in formulating new advertising products. Madhouse will also use its strong
relationships with advertising agencies to assist China Telecom's Best Tone
with product planning and provide sales support for the company's mobile
internet strategy.
"As the industry-leading local information services provider, China
Telecom's Best Tone is expanding its service on the mobile internet in order
to provide our users with information that they need anytime, anywhere," China
Telecom's Best Tone senior management stated. "Madhouse is recognized as the
dominant leader in the mobile marketing industry in China, particularly in its
mobile ad serving platform and innovative mobile marketing solutions.
Combining our local information platform with Madhouse's strength in mobile
advertising will allow us to offer a high quality experience for our users and
advertisers, and to increase our foothold in China's burgeoning mobile
marketing sector."
"We are glad to be recognized by another leading mobile carrier partner
and to have the opportunity to work with China Telecom's Best Tone. We believe
that Best Tone's strong local information database, coupled with Madhouse's
strength in mobile advertising, will help develop mobile local search services
in China. With the arrival of the 3G era, more applications and rich media ad
formats will be available on the mobile internet and users will have improved
browsing experiences. As the industry leader in China, we have the
responsibility to share our experience with other players in order to further
develop the country's mobile ecosystem," said Joshua Maa, founder and CEO of
Madhouse.
About Best Tone Information Service Co., Ltd., China Telecom
This is a series of value-added information services provided by China
Telecom based on the telephone number information service, providing customers
with a kind of facilitative service that relates to "clothing, dining,
housing,
traveling and other consumptions". By dialing the service access number
114/118114, a customer can be provided with such information as food and
beverage availability, tourist advice, road guide, hotel reservation and daily
consumption articles. Through this service, basic corporate information,
service range and product information of registered enterprises can be
popularized to the public, and the enterprises can be benefited from
reputation enhancement and business opportunity development.
The "Best Tone" mainly includes the following four categories of services:
Category 1. Industry first enquiry: providing the enquired with such value-
added services as industry first enquiry, enquiry on multiple conditions and
enquiry information analyses; Category II. Enquiry transit: providing the
enquirer with such value-added services as call transit, short
message/facsimile number reporting, addresses and road guide; Category III.
Information publication: providing the enquired with enterprise information
dissemination service while providing the enquirer with information enquiry
service that is based on information of the enquired; Category IV.
Communications assistance: providing business and individual customers with
such value-added services as private telephone directory management,
enterprise switchboard, personal secretary and automatic traffic transit.
About Madhouse Inc.
Madhouse is China's largest and most intelligent mobile advertising
network and is headquartered in Shanghai with offices in Beijing and
Guangzhou.
The Madhouse team consists of more than 150 professionals. The company offers
three key services:
MadServing(TM): An intelligent, fully-automated, in-house system that
serves targeted ads to mobile media while providing detailed performance
reports.
MadNetwork(TM): China's largest mobile advertising network, representing
over 75% of total mobile internet traffic in China and covering major mobile
media.
MadSolutions(TM): Innovative mobile marketing solutions and campaign
management services such as interactive mobile messaging platforms and mobile
website/widget development that are tailored to maximize cross-media marketing
effectiveness and consumer interaction. Wireless applications include
Bluecasting and 2-D barcode technology.
Madhouse is privately held and venture funded by TDF Capital, Gobi
Partners, and JAFCO Asia. Strategic investors include D2 Communications Inc.
and Nokia Growth Partners. For more information, please visit
http://madhouse.cn .

For more information, please contact:

Madhouse Inc.
Corporate Communications:
Ms. Wendy Wang
Tel: +86-21-6115-9760
Fax: +86-21-6115-9755
Mobile: +86-136-0187-7094
Email: wendywang@madhouse-inc.com
Address: 706 Cloud Nine Plaza, 1118 Yan An West Road, Shanghai PRC 200052

SOURCE Madhouse Inc.

Wendy Wang, Corporate Communications, Madhouse Inc. at +86-21-6115-9760, fax:
+86-21-6115-9755, mobile: +86-136-0187-7094 or wendywang@madhouse-inc.com