Cadbury's owner encouraging innovation from mobile startups | Brands | Mobile Entertainment

Cadbury's owner encouraging innovation from mobile startups

Mondelez
Phil Tottman

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Brands / March 4th 2014 at 4:55PM

The initiative has launched two mobile beta platforms created by Mondelez’s Power Brands and startup entrepreneurs.

Mondelez International, owner of Cadbury’s and Oreo, has teamed up with venture development firm, Prehype to launch two beta platforms.

The platforms have been created by the company’s Power Brands and a number of startup entrepreneurs as part of its Mobile Future initiative which encourages the innovation of mobile.

The two beta platforms include Prankstr, which allows users to prank their friends and share it through Social Networks, and Betabox, which sends out product samples through e-commerce companies.

Bonin Bough, VP of global media and consumer engagement at Mondelez International, said: “AS part of the Mobile Futures program, we’re empowering our employees to be more entrepreneurial and providing them with a truly unique opportunity to execute on our mobile-first strategy.”

Both Prankstr and Betabox were part of the second phase of the initiative, aimed at creating completely new mobile ventures in just 90 days.

Once the ideas had been settled on, Prehype used their skills to build and launch both products as standalone apps.

Henrik Werdelin, managing partner of Prehype, commented: “Beyond just encouraging employees to create ideas for totally new ventures, the company (Mondelez) is providing initial funding, domain expertise and applying key learnings from Mobile Futures program to transfer a concept into something real.”