Nopparat Chomchoei, chief executive officer of M Joyable Network, said the company spent four months developing the concept which aimed at enabling Java mobile-phone devices to become an effective marketing channel.

It was developed with Java 2 Mobile Edition (J2ME) technology that allows client suites to come in small sizes of about 40 kilobytes. It supports a wide range of mobile phones across all models, Web-page encoding, both of TIS-620 and UNICODE, Meta tags and Web cameras.

Its distinguishing feature is the Thai HTML browser - it supports the Thai language even though the mobile phone itself does not do so. Furthermore, its push technology enables users to get information via multimedia files instead of only text-based SMS or URL addresses.

"It allows companies to push their messages to customers with a multimedia format such as video-clip sound/video playback, voice recordings, camera capture, and Web pages. Instead of sending new promotions with text-based SMS, companies can now send alerts such as bill payments, invoices or registration pages directly to a customer's handset in any form," said Nopparat.

It's technically designed to support security and payment integration with the HTTPS transport-based security system and PKI, Message Digest and Digital Signature content-based security. There have been 30,000 downloads of the M Joy Browser client engine from the website Mjoyable.net since late last year.

M Joy Browser has also participated in the Thai Tourism C-Commerce initiative organised by the Software Industry Promotion Agency.

"It has also provided a room-booking service for sawasdee.com, and partnered with AI Soft to provide flight booking services for more than 700 airlines.

"It has worked with the Isaan software park and now provides information on more than 600 companies across various categories such as restaurants, Otop, and hotels in three provinces over mobile phones," said Nopparat.

Asina Pornwasin

The Nation

asina@nationgroup.com