Mobile marketing company Celltick is expanding its Indian subsidiary and appointing Abraham Punnoose as the new Managing Director of Celltick India to lead the growth of the business in the country, according to a  statement from the company. The company is headquartered in Israel with subsidiaries in the United Kingdom, Russia, Brazil, Singapore and India.

Abraham Punnoose was previously the VP-Marketing & Business Development at Roamware, a
mobile roaming solutions company, according to his LinkedIn profile.

Launched in 2000, Celltick offers a mobile marketing solution called ‘LiveScreen‘ which broadcasts content, advertising and value-added services to the homescreen of mobile phones when it is in idle mode. LiveScreen claims to automatically identify when the phone is idle and displays content or targeted advertisement in the form of dynamic teasers, in an non-intrusive manner. This content is based on user location, time of day and behavior, and demographics.

This solution is both deployed and operated as a fully managed service by mobile operators and it is available as a SIM-embedded or a handset client. Celltick says that it has teamed up with several regional content providers and media agencies to ensure a variety of localized content services and the company claims to have 160 million users worldwide. It also claims to have deployed LiveScreen for more than 50 mobile operators worldwide including five operators in India, and is currently handling over 200 million transactions every month.