Enterprise marketing management provider Unica Corp. has signed a licensing and support agreement with Wmode, where the mobile content provider will integrate the Affinium NetInsight product with its ClearMode suite of services.

The Affinium NetInsight product will run as a hosted and managed service by Wmode and will be used to enhance existing functionality for customers. It will also be offered as a standalone service to new and existing customers.

"The strategy for Wmode is to be able to offer the premiere Web and consumer analytics service to the mobile industry as a completely outsourced service," said Tom Beaman, senior vice president of global marketing and sales at Wmode, San Francisco. -- We believe that mobile carriers have been underserved in this area to date.

The Affinium NetInsight will be deployed and integrated into two main areas.

The first, ClearMode Personalization Engine, tracks information about mobile subscribers.

It uses the information to create a personal mobile Web experience for users when they sign on to the network to browse or search for content, information or digital media.

The second, ClearMode Reporting, is used by both the retailers of digital media and the content providers to understand consumer purchase behavior and navigation patterns.

Unica is a provider of enterprise marketing management software.

Unica's Affinium software streamlines the marketing process for brand, relationship and Internet marketing. It aids in planning, budgeting, project management, execution and measurement.

Wmode operates ClearMode, a mobile content distribution service. Wmode offers a complete suite of technologies and managed services to enable carriers, mobile virtual network operators, content providers and media and brand companies to deliver a broad range of wireless Internet content and services to their consumers.

"Our agreement with Unica and the services we offer will address challenges for mobile carriers, MVNOs and any other brand or media company that sells or offers content to mobile subscribers," Mr. Beaman said.

"Integrating Affinium NetInsight allows Wmode to track a multitude of information about a subscriber as they browse and buy content: where they go, how long they were there, how many times they came back, etcetera," he said. "This can be used as a powerful tool to personalize the experience on an individual basis each time that user comes back.

"The same information can be used by the retailer for marketing purposes. It gives insight into their consumer demographics and can be used for planning marketing campaigns, promotions, pricing, advertising and etcetera."