Mobileplay launches ad-based content service

Content start-up Mobileplay has launched a new content service for smartphones that derives its revenues from pushed advertising services. The service is taking its lead from the World Wide Web, where subscription models for Internet content have almost entirely given way to targeted advertising services.

Mobileplay has some heavyweights on its content deck: USAToday, BusinessWeek, the Associated Press, Sporting News and Weather.com have all signed on to be initial content suppliers. But the service goes beyond browser content to offer free games and blogging services.

The service is application-based, allowing users to download content for use while offline, but the advertising is downloaded with it, creating a self-contained content and ad package. Mobileplay has already attracted Volvo and Microsoft as advertisers, both of which are developing unique applications that will allow them to blend services and ads.

The service is primarily targeted at high-end tech-savvy users and so far is available only over handsets with an operating system. Currently the service is available for Palm OS, Windows Mobile, Pocket PC and Blackberry devices. Mobileplay did not say if it plans to support the Symbian operating system or expand into the mid-tier feature phone category with a Java client.