Modapt™ Launches Service That Optimizes Traditional Websites "on-the-fly" for the Mobile Web

BOSTON, April 12, 2011 /PRNewswire/ -- Modapt, Inc. today announced a new technology service that quickly and cost effectively optimizes an existing website for any mobile phone which supports web browsing.  With Modapt, publishers ensure that their website is easy-to-view and navigate on a mobile phone, eliminating the need for squinting, excessive scrolling or "pinching to zoom."  

Modapt, Inc., was launched today at ad:tech, the interactive marketing conference and exhibition taking place in San Francisco, Calif.  Modapt is featured in ad:tech's Mobile Marketing Zone, Pod#19, April 12 – 13.

"Frustrated website publishers are searching for better and more cost-effective ways to publish content on mobile platforms.  And the ability to do so is more important than ever with smartphone sales now out-performing that of PCs and laptops," said Modapt CEO Mark Lederhos.  "For many consumers, web browsing on a mobile phone can be an annoying and maddening experience.  With Modapt, it doesn't have to be."

Morgan Stanley Research expects that the number of mobile internet users will surpass the number of desktop users by 2015 and that sales of smartphones will exceed those of PCs in 2012.  

Modapt is targeting web publishers in markets where dynamic content and frequent mobile usage is the norm, including content aggregators, higher education, financial services, consumer brands and non-profits. Modapt is also recruiting partners -- website designers/developers, digital marketing and advertising agencies, ISPs -- to resell the solution.

Using Modapt, a hosted platform technology, real-time integration is maintained between the web property and the mobile version.  All transcoding and content adaptation is done on-the-fly.  Any changes made to the main website are adapted to the mobile version synchronously.

Early Adopters Embrace Modapt

Organizations across a range of industries are early Modapt adopters, including:

• Panasonic Corporation, for a recent Viera flat screen redemption program;
• Australian Stock Reports, the leading source of investor information in Australia, and
• MassChallenge, a leading global startup competition and accelerator organization for entrepreneurs.

"Providing our member companies and sponsors with easy access to our website from their mobile phone is a real value-add," said John Harthorne, founder and CEO of MassChallenge. "Modapt is a current member of our hatchery program and is a great example of the type of innovation we are fostering here at MC. We look forward to implementing our new mobile website through their service."

Modapt is led by Joe Barber and Mark Lederhos. Barber was founder and CEO of Third Screen Media in Australia and was instrumental in transitioning the company to a leading mobile marketing organization. Prior to launching Modapt, Lederhos was managing partner at the U.S.-based Mobileflows, a mobile marketing & messaging firm. He is currently enrolled in Babson College's F.W. Olin Graduate School of Business with a concentration in entrepreneurship.  Kelly Sneddon, a leading private equity professional, is a member of the Modapt Board of Directors and manages the company's equity raising strategies.

About Modapt

Modapt™ provides a hosted platform technology that enables publishers to easily adapt their website so that it can be viewed in a user-friendly way on any mobile phone that supports web browsing. The service maintains live real-time integration between the web property and the mobile version.  Any changes made to the main website are adapted to the mobile version synchronously, on the fly. The company is privately held with offices in Boston and Melbourne, Australia and is backed by a private equity group out of Australia. (www.modapt.com)

Modapt is a registered trademark of Modapt Pty Ltd

SOURCE Modapt, Inc.