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Bridget Jones Reveals Diary Secrets to Mobile Users in Asia
URL(s): www.riot-e.com
LONDON, Aug. 16, 2001--Riot Entertainment (RIOT-E, www.riot-e.com), the global
leader in wireless entertainment, is to give mobile phone users in Asia a new daily diary update from Bridget Jones.
The company is partnering with Japanese operators NTT DoCoMo and J-Phone in Japan, Australia's biggest
operator Telstra and market leader Globe in the Philippines. This will add a mobile dimension to the film's marketing
campaign.
The Bridget Jones's Diary SMS services were first launched in the UK in April. It provides fans who subscribe with
original content through a variety of services including dating advice, dieting techniques, alcohol units consumed, thigh
circumferences and self-help theories.
RIOT-E is using the successful Bridget Jones brand for its new Asia service because of the book's popularity in the
region. It is currently the biggest selling English-language novel in Japan.
"Success in this market is all about understanding what type of content people want and providing them with it,"
said Darrell Purviance, Senior Vice President of Global Sales and Marketing at RIOT-E.
"Bridget Jones's Diary has captured the imagination of readers in Asia, where the book enjoys a huge following.
Helen Fielding has provided us with original content, not available anywhere else and this adds real value to our
offering," he continued.
"At RIOT-E we are combining high-quality content linked to an exciting and world-reknown brand, with
technology that allows it to be distributed via one of the most popular methods of communication."
Bridget Jones's Diary, which has sold six million copies, has been translated into 25 different languages and
published in 33 countries.
RIOT-E has identified a huge potential market, with 47 million subscribers in Japan, eleven million subscribers in
Australia, and six million subscribers in the Philippines. Asian users are increasingly using the text message as an
entertainment tool as well as a method of communication with over 5 billion text messages sent every month in the
region (Mobile Lifestreams).
"The introduction of games like X-Men, The Punisher and SMS Murderer in the Asian market has shown us the
potential that is there," said Jan Wellmann, CEO of RIOT-E. "This market is huge and still growing, and branded
content has become the key driver."
The content for the entertainment service is provided through an exclusive agreement between RIOT-E and Helen
Fielding, the creator of Bridget Jones. As well as designing the content, RIOT-E also uses its own platform to
distribute it to subscribers.
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