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Startup "Points" Out Smarter Way to Search on Mobile Phones

A Breakthrough in Language-Independent Search, "Proximic Agents" Make Search Adapt to the Unique Properties of Mobile Phones; Available Today at the iPhone App Store, First Version of "Proximic Agents" Enables Users to Follow Topics With Search Agents and (December 02, 2008)

SAN FRANCISCO, CA -- (Marketwire) -- 12/02/08 -- Proximic, an emerging player in the search- and contextual advertising market, today announced the general availability of Proximic Agents, a mobile application that enables users to search for information in ways that are better suited to the unique properties of mobile phones. Based on Proximic's language-independent approach to finding and matching contextually relevant information, the new application enables users to search and receive the information they are looking for by using features designed for the new generations of mobile phones (for example, touch screens) while de-emphasizing features better suited to desktop computers (for example, keyboards for punching in keywords).

Available today at the iPhone App store, the first version of Proximic Agents allows easy access to personalized and intelligent news on the device. The Agents app is built to improve users daily productivity by searching through more than a million RSS news feeds to find relevant content. Agents comes with a number of smartphone-friendly features, such as "Point to Search," which enables users to find relevant information simply by pointing to an entire block of text on the touch screen.

Following versions of the Agents app will be committed to two main causes: increasing the relevance of information reaching mobile users, and substantially decreasing the users efforts in accessing that information. Scheduled for release the first quarter of 2009, Proximic Agents will leverage other iPhone capabilities (e.g. using the GPS position and digital camera) and add other unique value-added layers of searchable data.

Proximic CTO: "Mobile Search Must Adapt to Consumer Behavior"

"The market for search and contextual advertising has as much potential -- if not greater potential -- on the mobile handset as it has had on the computer desktop," said Thomas Nitsche, CTO of Proximic. "But first, search must adapt to the way consumers use their mobile phones. Mobile handset manufacturers have spent a great deal of time and energy understanding how consumers use their phones. It's time for the search market to catch up, and become more proactive and less of a strain for the users. At Proximic, we want to contribute to solving this situation and make a big move in the right direction."

Proximic's language-independent approach -- dubbed "pattern proximity" -- automatically reads and matches relevant content according to interconnected "patterns" that are not even based on words but which exist within each document. The approach enables publishers to automatically serve up meaningful content -- articles, ads, and products -- without the need for keywords or preset categories. It's similar to querying a search engine with a complete set of 200+ words, and finding the most relevant and similar results to that query. The approach is enabling Proximic to pursue some of the most interesting market opportunities in the global market, including China, where Proximic's language-independent approach has gotten considerable notice from technology vendors and advertising agencies.

In addition to "Point to Search," Proximic Agents enables users to request and receive timely, relevant information on any number of topics from more than 1 million news feeds. By avoiding the time-consuming and data-intensive work that both keyword search and semantic search requires, Proximic's language-independent approach enables the system to scale much faster and accommodate users with quick access to larger stores of information.

"It's the easiest way to stay on top of the information you are interested in from what is one of the world's largest news databases," said Philipp Pieper, CEO of Proximic. "And Proximic Agents does the work for you, freeing you to do the things that are far easier to do on mobile phones."

About Proximic

Proximic provides a high performance contextual matching service for advertising partners and publishers. The Proximic platform integrates with the Internet's largest consumer shopping and classifieds sites to automatically generate listing-based text and image ads. Contextually matched information is then served into web publishers, ad networks, and mobile apps through various Proximic publisher programs. It enables a better way to monetize special publishing environments by automatically serving up highly relevant content -- articles, ads, or merchandise -- on their sites. Powered by a radical new search technology called "pattern proximity," the network delivers relevant content to the reader at performance levels that outclass other technology approaches. Proximic is a privately funded company based in San Francisco, California and Munich, Germany. Investors include Wellington Partners and the Holtzbrinck Group, the publisher of numerous publications including Scientific American. To learn more, visit

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Giovanni Rodriguez
The Conversation Group

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