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§ Private Profile · Herzliya, Tel Aviv District, Israel
Mobile marketing solutions provider offering software platforms for personalized content, advertising, and emergency alerts to telecom operators.
Key people at Celltick.
Celltick is a London-based technology company that provides mobile marketing solutions and software platforms to telecom operators for personalized content delivery and advertising. The company has generated over $300 million in accumulated revenue by enabling mobile carriers to monetize user engagement, while its platforms have produced more than $1 billion for its operator partners. Celltick has raised $45 million in venture funding from lead investors including Jerusalem Venture Partners and Amadeus Capital Partners. Operating with approximately 150 employees, the firm serves major equipment manufacturers like ZTE and Vivo, and it previously sold its Start Division, which reached over 25 million monthly users, to Taboola. In 2018, the enterprise filed for a Tel Aviv Stock Exchange initial public offering targeting a $90 million pre-money valuation to expand its operations. The organization was founded in 2000.
Celltick Technologies was a telecom software company that developed platforms for mobile content delivery, operator home screens, and later specialized in emergency population warning systems (PWS), cell broadcasting, and mass notification solutions. It served mobile carriers, OEMs like Nokia, and governments, solving problems like direct content access on pre-smartphone devices and rapid public alerts during crises. Early products like LiveScreen reached operators such as Vodafone and Airtel, while its PWS leadership made it the world's largest cell broadcast provider by deployments and audience; the company was acquired by Utimaco in 2022.[1][2]
Founded in 2000 by Ronen Daniel, Celltick launched in the pre-Android era with LiveScreen in 2002—a software applet embedded in SIM cards or extended to Symbian OS for Nokia handsets, enabling operators to push content directly to users. Early funding included $11 million in 2005 from Amadeus Capital Partners and Jerusalem Venture Partners to expand into Western Europe. Pivotal moments included 2013's Android Start interface, installed on 150 million devices by operators and manufacturers, and a 2019 sale of its Start division to Taboola. By 2021, with Per Frykhammar (ex-Ericsson CFO/CEO) as chairman, it pivoted to EU-mandated PWS under the European Electronic Communications Code, leading to its 2022 acquisition by Utimaco.[1]
Celltick rode the shift from feature phones to smartphones, enabling operator monetization via idle screens in a pre-app store world, then pivoted to public safety tech amid rising demands for cell broadcast alerts post-disasters and regulations like the EU's 2022 PWS mandate. Market forces favoring it included telecoms' need for non-intrusive engagement and governments' push for instant, geo-targeted warnings without network overload. Its tech influenced ecosystems by standardizing mass notifications, bridging mobile operators and cybersecurity (via Utimaco acquisition), and setting benchmarks for scalable emergency comms in a hyper-connected world.[1][2]
Post-2022 acquisition, Celltick's PWS tech integrates into Utimaco's cybersecurity portfolio, likely expanding to more global deployments amid growing climate and geopolitical risks driving alert system mandates. Trends like 5G/6G broadcasting and AI-enhanced targeting will amplify its reach, evolving influence toward unified crisis platforms. As emergency comms become table stakes for telcos, this positions the combined entity to dominate resilient infrastructure, building on Celltick's legacy from mobile screens to lifesaving broadcasts.[1]
Key people at Celltick.
