Mobclix deal with Gap is latest chapter in startup's success - Los Angeles Business from bizjournals:

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Partner with and launch a contest for application developers to design the next big iPhon application for the iconicretail brand. For , the Gap contesr is the most recent good newsin what’ proving to be a good year in the mobilw app space for the young company. It’s the only mobilse app platform that provides monetization through advertising and distribution forapplication developers. Aboug 3,500 iPhone applications now use platform.
After being featured in the Business Journal’se Pitch section, the fledgling year-old company was able to closde an angel roundof funding, and it is looking to be profitabl in the next six to eight The company has 20 people working at its officesx in the Palo Alto-based Plug and Play Tech Center. It is also addin a number of interns overthe summer. Working with app developers “takezs a lot of education and hand-holding,” said Mobclix co-founder Krishnz Subramanian. “In the iPhone app world, there is a new wave of developere who are very excited about the spacr and trafficand growth.” Only they don’rt know how much money they should be he said.
But the markeg is maturing, he said. A developer doesn’tg have the same budget as a but many are beginning to realize the value of advertising because incrementally they get more downloadss asa result. “They’re asking, ‘Does it make sense to put out a .99-cenf app, or will users play this for threr months and we can also make more mone off thead revenue?’” Subramaniabn said. “We’re seeing a viralk growth, and it comes down to giving developers the featuresz they need to help them with optimization and the analyticdsto cross-check the data.
” For app developer Mike Sanford, presidenft of FlipSide5, whose games includre Mancala, Oort Storm and Touch Hockey, Mobclix offers rates higheer than most other ad networks, as well as the platforkm for app development “They offerf a lot of things the othersa don’t, such as Facebook integration, and Twitterr integration, and widgets so peoplwe can see and self-promote games,” Sanfor said. “They are very unique in how they operatwe and whatthey offer.
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