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Do-It-Yourself Mobile Delivery



By Jane E. Zarem
06/01/2008

Publishers first used the Web to post static pages from the magazine. Then, to make money, they had to create some Internet-based experiences so users could interact. That’s when the Web really started to take off. “Mobile is following the same path as the Internet,” says Ran Farmer, managing director, North America, of Dynetic Mobile Solutions, Inc.

Dynetic helps publishers create similar interactive experiences on the mobile Internet. Its Web-based NetbiscuitsTM software platform enables publishers to transfer their PC Internet program to the mobile Internet. “The big challenge in the mobile sector,” Farmer says, “is to overcome all the variations in the handsets, which use different kinds of software and operate differently, and in the carriers, which have different rules and different markup languages. Our software is a layer that sorts out all those problems for developers and content owners. They just create their mobile sites as they would for the Internet and publish it. We make sure that it is optimized and delivered globally to any kind of device that may request it.”

Publishers simply create an account on netbiscuits.com to start building a mobile application. The software allows them to integrate directly with their Web content management system, so that editors can edit the articles, images and content in one place and then feed it either to the PC Internet or to mobile. The mobile site needs to be designed only once to accommodate the smaller screen and buttons. Dynetic also has a professional services group that provides some handholding during setup, if necessary.

Netbiscuits is a subscription service. The monthly fee ranges from $645 for 200,000 page views and basic delivery of text and graphics to $2,595 for a million or more page views and rich media, video, audio, streaming, breaking news and more. Multiple titles can be published from the same subscription.

Dynetic, which began in Europe and now operates worldwide, works with some of the largest European publisher groups, as well as eBay and Yahoo!. “We’re currently in discussion with North American publishers that have some presence in mobile but are still looking for the right solution to make it a profitable channel,” says Farmer. “All they really need are the tools, and we help with that.”

By Jane E. Zarem
06/01/2008







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