Amobee's Handset Application Programming Interface (HAPI) is now available for the Apple iPhone and Google Android operating system.

As consumer demand for mobile applications is rapidly increasing, so are the challenges for monetizing this content. By offering this software developer kit, Amobee is helping application developers and wireless carriers to ad-fund their mobile applications by integrating advertising into all content and communication types.

"This is a natural extension of Amobee's efforts to ad-fund the entire mobile business," said Patrick Parodi, chief marketing officer and general manager of Amobee, EMEA.

Amobee Media Systems provides advertising services for wireless carriers.

With this news, wireless carriers around the world will now have the ability to serve advertising impressions into applications running on the world's most popular mobile operating systems.

Carriers will do this using the same ad-serving technology that also supports ad delivery to all mobile content and communication types, including WAP, mobile video and mobile messaging.

The Apple iPhone and the Google G1 have proven that consumers are eager for new mobile services.

However there needs to be a way for application developers and content providers tp monetize from their services.

Amobee's HAPI Software Development Kit (SDK) provides a convenient way for mobile carriers to ad-fund their mobile applications.

It manages all aspects of advertising campaigns in a cohesive manner alongside other advertising channels such as WAP, games, video and SMS.

Amobee's HAPI is designed to support both online and offline modes, while offering the a suitable advertising experience.

Amobee's HAPI supports, among others, textual, graphical and video adverts and is capable of extensive data analysis including specific interactions such as click to call, click to SMS and click to browse.

"Amobee's HAPI gives operators the ability to work with developers to ad-enable the most popular applications and widgets on these new devices and operating systems," Mr. Parodi said. "It gives advertisers and bands a new way to engage consumers and consumers a new way to access mobile services.

"Amobee is here to give operators the ability to compete in the monetization of the mobile audience and create the next media," he said.