Useful Networks acquires KnowledgeWhere


KnowledgeWhere's Location Application Platform (LAP) technology powers location-based mobile entertainment products, such as its own Swordfish and PhoneTag Elite game applications, and measurable location-based advertising campaigns.

Useful Networks provides mobile location technology products, like sniff (social network integrated friend finder) – a permission-based application that lets consumers locate their friends in real-time, automatically, anytime and anywhere with their mobile phone or from Facebook. This cross-carrier application was released in Scandinavia in November 2007 and in the UK in May 2008, with a US launch planned for later this year.

Together, Useful Networks and KnowledgeWhere aim to take advantage of their complementary applications and technology to provide best-in-class LBS solutions for consumers, carriers and advertisers alike.

LBS represents an emerging opportunity for companies to connect with the Facebook Generation. A 2007 Jupiter Research report found 26% of cell phone owners between the ages of 18 and 24 want mobile social networking applications based on their friends' locations.

Mobile advertising alone is projected to be a multi-billion dollar business within three years. By 2011, PricewaterhouseCoopers predicts mobile Web advertising will make up 50% of the total mobile advertising spend, with the bulk of the remainder being spent on mobile search advertising and mobile broadcast television advertising.

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