Jana launches new product to connect brands with emerging markets

Jana Mobile

Jana, the technology platform that connects global brands with mobile users in emerging markets, announced the launch of it newest product, Jana Marketplace today.

Jana Marketplace adds to the capabilities of mCent, a membership program that rewards mobile users for consuming branded content with mobile airtime credits. The new product allows the millions of mCent users globally to “discover and interact with brands in new ways, including watching short-form video, discovering apps, and trying out new services – at no cost.”

The company explained in a press release how Jana Marketplace enhances mCent in order to fulfill “the goal of creating a new category of mobile advertising focused on delivering mutual benefits to both individuals and brands.”

“Our goal was to offer our clients a way to start a conversation with their next billion consumers by delivering relevant, targeted content tailored to an individual’s interests, location, language, and past behavior,” the company added.

Jana has the chance to be the key marketing platform in emerging markets in Africa, Asia, South America, and Mexico, where mobile usage is growing exponentially. Connecting brands with new, untapped customer bases is one side of the company’s vision. The other is making the actual use of mobile devices affordable in regions where larger numbers of citizens are getting more access to mobile technology. As Jana’s press release stated, “We believe that we have created an unprecedented model of advertising to the next billion. We’re looking forward to the journey ahead.”

Beta testers for Jana Marketplace include Unilever, international insurance company Aegon, and music app Tun-d. These beta customers reported that the new product “exceeded their marketing campaign goals by 10X.”

Last summer, Jana raised $15 million from Publicis Groupe and added Maurice Lévy, the chief executive of Publicis, to Jana’s board of advisors. Lévy is one of the world’s best known marketing leaders and his company is one of the largest advertising and public relations firms in the world.

Last year’s funding, a Series B round, added to the $10 million that the company had previously raised including an $8.5 million Series A round from Spark Capital.

Dennis Keohane was a Senior Staff Writer for BetaBoston.
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