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PBS Kids Shop launches CellPoint Mobile's Integrated Mobile Shopping Solution

Based on CellPoint's mRetail Framework for PBS Kids Product Lines (November 10, 2011)

MIAMI, FL -- (Marketwire) -- 11/10/11 -- PBS and CellPoint Mobile today announce a first of its kind fully integrated mobile shop for PBS Kids products. Built on next generation HTML 5, for cross-platform support, the mobile shopping site is completely optimized across browsers on iPhone and Android, including: Mobile Safari, Mozilla Firefox, Dolphin HD and Skyfire.

Located at, The PBS KIDS Shop lets parents browse and buy from the convenience of their phone. Parents will find all of their children's favorite PBS KIDS programs represented at The PBS KIDS Shop, including: SESAME STREET, CURIOUS GEORGE, SUPER WHY, DINOSAUR TRAIN, SID THE SCIENCE KID, MARTHA SPEAKS, CAT IN THE HAT, ARTHUR, WORD GIRL and more.

The launch of the PBS Kid's mobile site introduces CellPoint Mobile's mRetail platform providing a highly functional, yet simple and to the point mobile shopping service through a feature-rich set of interoperable mobile applications. For the initial launch, CellPoint Mobile identified 3 application modules from the mRetail product suite including: mCommunicate™, mLookup™ and mPay™.

CellPoint Mobile's objective is to provide users an intuitive digital wallet experience with limited barriers to entry enabling options such as creating custom profiles including mobile number capture, access to products and offers and one-click payment abilities providing 1 screen for a stored credit card and 2 screens for adding a new card creating a seamless check-out experience.

"The current landscape of mobile shopping services are overgrown with template based solutions that are content heavy, non-optimized and not contextually sensitive," says Kristian Gjerding, CEO of CellPoint Mobile. "The flexibility of our mRetail platform will enable PBS to launch highly customizable applications around new marketing campaigns enabling a strategic and integrated approach to mobile shopping as opposed to diving into a rapid growth strategy." The CellPoint Mobile offering provides a platform and pathway for growth which provides utility alongside a very defined set of features that are specifically designed for mobile, enabling PBS to seamlessly install new applications around their busy marketing campaign schedule.

"PBS KIDS is focused on innovation, and meeting the needs of the parents who want access to characters and toys that support learning," said Dawn Ciccone, Senior Director, Brand Licensing. "We know that today's moms are on the go, which means that having access to the PBS KIDS shop via a mobile platform is critical. Our partnership with CellPoint Mobile is providing us a seamless and effective solution, enabling our target audiences easy access and one-stop shopping."

One of the key features of the launch is the association of users mobile numbers with the mobile shopping solution. PBS will be able to associate users mobile numbers with the mobile shop which will enable PBS to adopt consumer value-added services such as providing contextually relevant alerts on discounts and offers based on past product searches and purchases which will be fully integrated into PBS's multi-channel environment offering cross-channel enablement initially between web and mobile. The mobile shop will provide ubiquity on mobile devices simplifying the mobile web site interface so it will load quickly on a variety of devices web browsers and data connection speeds. The underlying strategy and structure behind the PBS Kid's mobile shop will enable PBS to gain invaluable customer data such as device types, carrier provider and mobile numbers enabling future communications to be optimized, relevant and hold context.

CellPoint Mobile will work with PBS on post launch cross-channel marketing approaches that will be strategically coordinated around existing media channels including social media, email and TV.

About CellPoint Mobile

CellPoint Mobile provides solid enterprise mobile infrastructure solutions and services, helping businesses explore opportunities, overcome limitations, and take full advantage of the mobile channel. Our Mobile Enterprise Framework (MEF), Mobile Payment Platform (mPoint) and Mobile Vertical Applications allow enterprises to create new mobile strategies and solutions that optimize cost, control churn, manage payments and increase sales. CellPoint Mobile are specialists in mission critical mobile payment and services, through membership of some of the world's most influential interest and standards groups, such as ARTS, Mobey Forum and NACHA.


PBS KIDS (, the number one educational media brand for children, offers all children the opportunity to explore new ideas and new worlds through television, online and community-based programs. For more information on specific PBS KIDS programs supporting literacy, science, math and more, visit, or follow PBS KIDS on Twitter ( and Facebook (

Maria Vera
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Caitlin Melnick
360 Public Relations
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James Schildknecht
CellPoint Mobile
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