Telecom application service provider NetXcell has announced that it will soon launch Ad Axis, which is a comprehensive platform to enable delivery of targeted contextual advertisement on the mobile phone to be used by the advertisers (brands), publishers and operators.

The Ad Axis supports delivery   through different mediums on mobile phones like WAP, streaming video, voice portals, SMS, USSD and MMS. The algorithm built into the ad engine generates business intelligence on usage trends of the subscribers, which will in turn help advertisers and publishers in their future ad campaigns. Ad Axis also integrates with billing systems of telecom operators.

NetXcell is planning to launch the product in October in India and the US and the company will be running the pilot product for two months with one of its US partners after the launch to ensure smooth functioning once the customers start using it. For Ad Axis NetXCell will be the player between the advertisers and the mobile operators.

Ad Axis will be a the product for the advertisers as they will be able to reach their target audiences at any given point of time either through discount coupons redeemable at the stores just by showing the SMS, or Overlay on video streaming of movie clip or a song or a scrolling banner in WAP portal, it could also mean through the GPS service, an SMS on discounts of certain brands when passing the relevant store.

"We are confident of reaching a wide customer and operator base through Ad Axis and are looking forward to a long and mutually beneficial relationship with not just the mobile operators but the media companies as well," says a senior spokes person from NetXcell.  "Mobiles are 'constant' companions to us today and thus your advertisement is almost guaranteed to be seen in a "reasonable" amount of time once the user receives it", he adds.

Ad Axis, which will enable mobile commerce, mobile marketing and social networking will be one of the key products of NetXcell in 2008. Companies see a lot of opportunity in this space as mobile advertising is expected to be a $10 billion market by 2010. In India, the mobile subscriber base is expected to reach 500 million by 2010 and the trend is picking up with companies as well.