AIS Thailand, the largest mobile operator in Thailand, plans to expand its content discovery service, mLive! to reach 8 million subscribers by the end of the year, according to the firm. Powered by Celltick (headquartered in London), mLive! broadcasts streams of content teasers directly across the idle screen of user’s mobile phones, with subscribers offered “personalized content and promotions”. AIS says that during its first year of operation over 40% of subscribers used mLIVE! on a monthly basis, with over 300,000 downloads a day. The service will become available for 8 million users by the end of the year and then extended to the majority of AIS users.

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