Bango announces tracking platform, forecasts loss

Mobile content platform developer Bango announced Bango Vision, a new consumer tracking and analytics service that promises brands and content providers deeper insight into the behaviors and buying habits of visitors to their mobile websites. Targeted to measure the effectiveness of mobile advertising and marketing initiatives, Bango Vision assigns each website visitor a "digital fingerprint," i.e. a mobile user profile comprising data on spending behavior and user history as well as country of origin, handset model and carrier affiliation.

Bango Vision was developed largely for ad-funded mobile sites and brands formulating mobile strategies that aren't reliant on premium content. "We produced Bango Vision because we have a lot of big, non-traditional brands that want to start including mobile in their advertising campaigns, but they don't need the payment stuff," said Bango VP of product marketing Andy Bovington in an interview with FierceMobileContent. "Bango Vision has all of our traditional traffic and information pieces, but very simple payment pieces. It is a manifest tool for big brands as they move into the mobile space."

According to Bovington, the ultimate goal of Bango Vision is to personalize the mobile web user experience. "It lets brands see what people visiting their mobile site are doing, and enables them to strike up a much more loyal relationship with their consumers," he told FMC.

Not all of the news coming out of Bango is positive, however: the company anticipates FY2007 losses of about $5.5 million. Shares of Bango nevertheless jumped 20 percent on word the firm anticipates total revenues for the year will come in at close to $20 million.

For more on Bango Vision:
- read this release

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