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Taiwan market: WiMAX operator Vmax offers in-taxi interactive advertising services
Chloe Yu, Taipei; Adam Hwang, DIGITIMES [Friday 18 March 2011]
Vmax Telecom, a WiMAX operator in the northern region of Taiwan, on March 17 announced the launch of in-taxi mobile interactive advertising services in the Taiwan market through cooperation with Taiwan Taxi, the largest operator of GPS-dispatched taxi services in Taiwan, and Tecom, a Taiwan-based maker of communication devices and solutions. The services are provided through a mobile Internet device installed inside taxis and connected to Vmax's WiMAX network, said Vmax chairman KC Liu who is also Tecom chairman. Vmax is responsible for developing software solutions and operations, while the MID is made by Tecom, Liu indicated. The MID will display advertising to passengers when taxis pass or are near points of interest designated by advertising clients, such as retail stores, restaurants, properties for sale/rent, to maximize the effect of advertising, Liu pointed out. Advertising is charged on the basis of the frequency its is displayed, Liu explained. In addition, the interactive advertising allows passengers to respond by touching the MID's screen and therefore can be used to conduct surveys, Liu indicated. Taiwan Taxi has a fleet of about 11,000 taxis running in main cities around Taiwan, with 5,000 taxis having been equipped with the MID and the remaining to be equipped by the end of the third quarter of 2011, Liu noted. Each taxi is expected to bring in monthly adverting revenues of NT$2,000 (US$68) on average, Liu indicated.
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