By: Sarah J. Heim 2Roam To Provide Content To Handheld Devices
(Adweek IQ) 2Roam, a
Redwood City, Calif.-based wireless software and services provider, has inked
deals with Tribune Interactive and Forbes.com, extending the online content of
both companies into any handheld wireless device. The financial terms of
agreements were not disclosed.
The decision for major media companies to go wireless isn't necessarily based on
increasing revenue, said 2Roam CEO Tom Jackson. Although wireless advertising
hasn't taken off yet, Jackson cited expanded channels of distribution and
increased brand loyalty as major reasons why clients would want to sign on for
2Roam's services.
He also highlighted the increasingly competitive forces within the wireless
market and projected growth of the medium as incentives for companies to get on
board early. "Signing up paying customers is the hallmark of good business in
the emerging wireless Web world," said Gerry Purdy, president and CEO of Mobile
Insights, a market research firm based in Mountain View, Calif. Indeed, building
a strong client base is an integral part of 2Roam's business strategy moving
forward.
However, Purdy also commented on the challenge major sites have in trying to
decide which technology players best suit their needs, and he predicted an
inevitable consolidation of wireless providers over the next few years.
Similarly, Jupiter Media Metrix analyst Dylan Brooks said that although there is
minimal ad revenue available via wireless devices right now, media sites can
expect to increase brand awareness and drive traffic back to their Web sites
with a wireless presence.
Tribune Interactive will initially launch six new wireless sites using the 2Roam
services, including latimes.com, newsday.com and chicagotribune.com. Jackson
noted that companies such as Tribune will be apt to grab the attention of a new,
young, tech-savvy demographic by going wireless.
Forbes.com will use the wireless services to deliver daily news, focusing on
technology, communications, e-commerce and global trends. Customers will also be
able to access stock quotes, market updates and financial calendars from their
WAP-enabled cell phones, PDAs, two-way pagers and handheld computers.
Copyright 2001, Editor & Publisher.
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