Gideon Multimedia has revealed that its free mobile travel guide, mobiEXPLORE UK, has been downloaded over 22,000 times in the two weeks since it was released. The application uses search listings as a platform to advertise, enabling companies to take advantage of users actively seeking out specific services. Take for example a hungry family in London looking for a restaurant. The mobile application will present results, complete with a telephone number for bookings. For the user, the searching and booking process is made seamless, while the advertiser gets to cash-in on targeted conversions. There is also scope to use the application for promotions, discounts and special offers. 
Vedran Prazen, European MD of Gideon Multimedia urges UK companies to embrace mobile advertising. He says:
The current economic climate means now is the time for businesses to be sure of return on investment. Not only is mobiEXPLORE UK highly targeted but we have implemented a try before you buy policy which means companies can place their advert for free, only parting with money if they want to bid for a higher position on the search listing. In addition, our pay-per-click model means companies only pay for successful conversion with clicks costing as little as 1p.
Gideon also offers branded versions of the mobiEXPLORE UK application for companies looking for a new and innovative way of engaging with their customer base.