Colorado native Brian Levin helped kick-start the popularity of text messaging in the U.S. through his work with the TV show “American Idol.”
Levin’s previous company, Mobliss, enabled “American Idol” to receive votes from viewers via cellphone text messages. The service was a success, Levin said, and in 2004 he sold his Seattle-based firm to a Japanese company for $15 million.
Levin is now aiming to cash in on the next wave of text messaging services, this time with Useful Networks. Levin said Useful is working to provide cellphone customers with an array of services, including ones that require wireless carriers to pinpoint the location of individual customers.
Formed last year in Broomfield, Useful on Monday was acquired by TruePosition, a subsidiary of Douglas County- based Liberty Media Corp. TruePosition, based in Ber wyn, Pa., helps wireless carriers locate customers during 911 emergency calls, among other services.
Terms of the deal were not disclosed.
Levin said Useful will keep its headquarters in Broomfield, where it employs 13 people. He said he expects the company to employ about 35 workers by year’s end.
About 70 million people, or 35 percent of all cellphone users, in the U.S. send or receive text messages. That’s up from 24 percent of users two years ago, said Charles Golvin, an analyst with Forrester Research.
That growth has attracted “a lot of players” to the industry, he said.
As with his former company, Levin said Useful will serve as a conduit between carriers such as Verizon and major companies such as Nike or Coca- Cola.
“Brands are dying to engage their customers in unique ways,” said Levin, 34, a graduate of George Washington High School.
Levin said Useful will provide four primary services, at least some of which will require users to pay a monthly or per-use fee:
A social-networking service to enable users to pinpoint the physical location of friends, potentially eliminating the need to send the common text message, “Where are you?”
Entertainment or gaming services that will incorporate Global Positioning System, or GPS, technology.
Local searches that enable users to look for restaurants in a certain city or neighborhood.
Mobile advertising and corporate promotions.
Useful’s technology was recently used in an urban scavenger hunt through the streets of New York. The winning players, who deciphered clues sent via text message, received a coupon to purchase a pair of $400 Nike shoes created by a graffiti artist.
Staff writer Will Shanley can be reached at 303-954-1260 or wshanley@denverpost.com.
