Celltick announced its partnership with online search engine Yahoo to launch a Yahoo-branded Start for Android users.
Start, an Android interface, provides users access to the most relevant features and information. The Start recommendation engine learns from user behavior and adapts the start screen to what users use most on their device. With Celltick LiveScreen, users are able to benefit from content, news, and promotions, irrespective of data plan or device.
Yahoo will be the default search provider for Start in Asia Pacific and India. Users will also have access to Yahoo products like Weather, Flickr, Yahoo news and other Yahoo media properties on their Start screens.
Frank Chen, VP of Business Development APAC for Yahoo, said the company will be able to expand its reach to Celltick’s 140 million LiveScreen feature phone users who are probably experiencing the Internet for the first time from their mobile devices.
Celltick’s start screen technology benefits the entire mobile industry ecosystem, bringing value to media companies as well as handset manufacturers and mobile operators.
As part of the relationship, Celltick will also promote Yahoo content and search as part of the Start default configuration to its operator and handset manufacturer relationships.
Ronen Daniel, CEO of Celltick, said with this partnership Celltick continues to expand its reach beyond the core market community to close the loop between mobile marketing and the final transaction resulting from marketing promotions.
In 2012, Celltick powered billions of mobile-initiated commerce transactions for virtual and physical goods serving more than 140 million active consumers across 25 countries.