Mobliss Makes Wireless Phones Fun
Graham & Dunn helps company through acquisition by The Index Group
June 1, 2004
Thanks to Seattle-based Mobliss, wireless phone users can play the Price is Right™ game while waiting for the bus, vote using text messaging for their favorite American Idol® contestant while watching the show, or order Coca-Cola® sports merchandise using the promotional code found underneath the bottle cap while attending a baseball game. The start-up company has been a Graham & Dunn client since 2002.
"Mobliss is a media company that provides services to help people interact with content using their mobile phone," says Brian Levin, Mobliss co-founder and CEO. "Phones are becoming more like televisions everyday, and Mobliss is similar to a TV network like HBO that deploys entertainment and information. But instead of a cable network, we distribute via a wireless one," he adds.
In addition to offering games, interactive TV services and targeted special offers, Mobliss works with phone carriers like AT&T Wireless, Sprint and T-Mobile to provide sports information, contests and location-based promotions. Mobliss also sells the popular ring tones and graphics that people use to personalize their phones.
Reaching Consumers in a new way
Branded companies such as ESPN, Nike and Warner Brothers want to work with Mobliss to expand their marketing reach via a wireless channel. "Companies recognize that wireless must be part of their marketing cadre, along with television, print, radio and the Internet," Brian says. "Mobliss makes it easier for these companies to connect with people using something that is in almost everyone's pocket—their mobile phone."
According to Brian, more and more people are using their mobile phones to counteract boredom or to interact and have their voice heard. For example, with Mobliss' services, people can now work on the New York Times crossword puzzle while waiting at the airport, or send a text message to affect the outcome of a reality-based television show. "It's all about engaging people for just a few minutes at a time," Brian says.
Supporting a Technology Start-up
Brian co-founded Mobliss in 2000 along with Brent Brookler. The company currently employs 40 people. As a start-up, Mobliss needed financing, general counsel and basic contract advice and turned to Graham & Dunn for help.
In January of this year, The Index Group acquired Mobliss and Graham & Dunn worked with Brian through the process. The Index Group is a public Japanese company that provides content to Japanese wireless consumers. "Wireless usage in the Asian market is more advanced than here, but the U.S. is quickly catching up," Brian says.
Through the acquisition, The Index Group can leverage Mobliss' business relationships with content providers, especially those based in Hollywood such as NBC and Fox Television. The acquisition benefits Mobliss as well, giving it the ability to distribute its products and service globally.
"Now that the deal is done, we're focused on taking things worldwide with large-scale content deals," Brian concludes. "It's an exciting time around here."
For more information about Mobliss, visit www.mobliss.com.
