Spot on i reckon blokes. They would be i'm sure trying to tie up the advertising within the Lemon and Lime apps as they role them out, which i guess they will run via their mOne mobile marketing platform. Looks to me like with mOne you can run campaigns on all of the ad networks out there and maybe even MOT are building out their own ad network as well by tying up media deals as they role out their products such as Lemon and Lime in this case with the UK universities. So in this example if advertisers wanted to target Uni students they would need to use mOne for their advertising campaigns. Great synergy if this is the actual plan.
IMO, DYOR
announcement ..exclusive uk deal mou, page-23
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