BT Incubates Adaptive Media Platform Supplier RTC

A company called Real Time Content – which has an “adaptive media” platform that customizes video advertising content to match user preferences, location and time – is the latest addition to BT’s “open innovation model.”

Through the open innovation model, BT both spins out efforts around promising technologies in to separate companies and supports outside companies whose technologies it feels have promise.

In the case of RTC, BT and corporate venturing firm New Venture Partners LLC are offering support, which BT declined to specify.

According to BT Group CTO Matt Bross, the RTC solution could enable an advertiser to present an ad on a user’s wireless device about the next exhibit at the museum that individual is currently visiting, inserting the ad in a 15-second lull between user calls. In this case, he said, the RTC solution would be drawing on customer location and interest information.

Bross said BT has launched eight companies in the past three-and-a-half years through its open innovation model. Five of those have been in collaboration with New Venture Partners. Among those companies was revenue assurance company Azure Solutions, which has since merged with Subex.

BT www.bt.com
Real Time Content www.realtimecontent.com

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