MUMBAI: Eureka Mobile Advertising has launched a mobile phone utility that monetises the idle screen to deliver relevant content to target subscribers.

Eureka is currently available on the android platform, and will soon be made available on BlackBerry and Symbian as well as across other telecom operators.

By utilising the idle screen space of the mobile phone, Eureka provides an opportunity for brands to engage with their customers.

Built on the back of proprietary technology, Eureka works with both telecom operators and brands. For subscribers that opt to download and continue using Eureka, the service offers a one-time cash reward for early subscribers, along with continued cool deals, and relevant content. Headquartered in the UK, Eureka has offices in London and Mumbai.

Meanwhile for brands, the opportunity lies in better utilisation of their advertising spend, more transparency and greater assurance.

Eureka Mobile Advertising founder and CEO Rahul S Jayawant said, “With the kind of power that the mobile phone wields, it has become the single most important tool for marketers all over the world. With our pilot launch completed in India over the last one month, we have seen overwhelming enthusiasm for our service. Going forward, we will expand our services to more geographies and telecom operators as well as mobile operators. Over the next 12 months, we aim to be present in multiple markets across the world. We see immense potential in this technology, and are excited about the opportunities that it presents.”

According to Berg Insight, a global telecom research firm, the global market for mobile ads is likely to grow at about 37 per cent every year to $ 22 billion in 2016, from the $ 3.4 billion in 2010. This is likely to increase the share of mobile marketing in overall advertising from 3.8 per cent to 15.2 per cent.