Mobile service agency Respond Mobile launched an adult mobile lifestyle brand, Candy Lounge, May 23. The objective of the new product is to allow adult TV stations to create new revenue streams by providing new techniques to monetize excess media inventory.
A company spokesman said Respond Mobile is at the “contract stage” with seven adult television stations in the U.K. and across Europe to launch Candy Lounge using spare advertising space on the stations. “Not many brands wish to advertise on adult TV stations,” commercial development director Steve Flaherty says. “Candy Lounge allows adult brands to create new incremental revenue streams by using existing excess media inventory.”
Candy Lounge launched with a suite of products including adult text chat services and a WAP browse-and-buy site that sells adult images, videos, animations, games, and true tones.
Flaherty said Respond Mobile also has signed distribution contracts with DA Group PLC (producers of the Yomego Fantasy Babe animated avatar adult mobile entertainment product), Brickhouse Media (an American company that represents Jenna Jameson mobile products), and Barcelona-based Private Media’s Private Blue TV and Private Girls TV. Cyril Scott, Sales Director at DA Group, says, “We are delighted to be supporting the launch of Candy Lounge and believe that Respond Mobile has created an innovative and valuable product set for the adult market.”
In addition, Respond Mobile is talking to a number of American adult brands about using the Candy Lounge technical delivery platform to launch branded mobile services of its products in Europe. “Many American adult brands have a strong following in Europe but are only available on the internet or DVD,” Flaherty says. “Our delivery platform, with its connectivity across Europe, lowers the barriers to entry for American companies wishing to monetize their brands in Europe using premium mobile billing and delivery.”
"Unfortunately I cannot put a figure on how much revenue the service should generate in the first year, as it depends on the number of viewers to the TV station," he adds.
