Europe UK : MATERNA announces the launch of a new content delivery platform for O2 Active powered by its Mobile Application and Content Server (MACS). MACS can deliver all types of mobile content ringtones, pictures, games, alerts as well as rich media full-track music and videos. The first O2 Active content service to go live on MACS is games with other content types to follow.

MACS enhances O2's content marketing and service management capabilities through its reporting and promotional functions. Its real time reporting and enquiry services are accessible by all content stakeholders - product managers, content partners, customer care and operations. MACS promotional services allow O2 to step up from a price-only sales proposition to a variety of innovative marketing propositions, including Happy Hour, Buy One Get One Free (BOGOF), Bundles and Packages. So MACS increases O2's potential market, reduces its marketing costs and supports a wide range of value propositions.

MACS provides a unified platform for all O2 Active's content allowing them for the first time to offer real time marketing services using all or any mix of content types. O2 can respond with content propositions totally in sync to the second. For a concert the O2 a portal is available with live tracks and video from the concert. If a TV ad runs on primetime, a portal can be launched in tandem; when an event - news, sports or entertainment - generates strong media coverage a content package can be created to leverage its 'heat' almost instantly, and removed just as quickly.

Based on consumer buying habits, which can be established through MACS's reporting capabilities, O2 can plan and execute propositions and promotions ,with instant feedback to modify their campaigns and all in real time. MACS also includes mobile marketing features positioning O2 Active content to take full advantage of emerging ad-funded propositions and promotions.

"MATERNA allows O2 for the first time to truly merchandise its content, just like a high street retailer, so our consumers receive targeted propositions and promotions mixing content types giving then much greater choice and value than ever before." said an O2 spokesperson Antony Douglas, Head of Games for O2 UK. "MACS's real-time delivery - reports, portals promotions and content gives O2 a powerful marketing tool tracking and responding - almost instantaneously - to whatever is happening in the market. We've already been able to increase revenue through increased handset and operating system support and further increases are expected when we launch Happy Hour and start our BOGOF and other campaigns."

Michael, Ohajuru, MATERNA's UK MD said "The content marketplace is becoming increasingly more complex and competitive as consumers become more sophisticated and discerning, product life cycles are reduced and the barriers to entry are lowered. MACS allows O2 to stay ahead of its competition through its market-leading physical content distribution capabilities and its innovative, customer-sensitive propositions and promotions."