Denmark-based mobile advertising software provider Calldorado has launched a $12m investment fund that will back developers of mobile apps that use its caller ID-based advertising platform.
Calldorado’s software development kit helps developers monetise their apps through advertisements displayed on a caller ID screen that can be added as a tool. The screen identifies callers even if they are not listed on a user’s phone contacts.
Calldorado App Growth Fund will provide capital in the form of a marketing budget and will generate returns through revenue sharing, as opposed to taking an equity stake in the startups.
The company plans to focus on communication, utility, productivity, tools and business apps, and the fund is intended to help developers cover user acquisition costs until adoption rates become strong enough to support their business.
Internal Calldorado specialists will provide marketing assistance to recipients of App Growth funding, focusing on areas including user acquisition, asset creation and revenue generation. They will also ensure Calldorado-backed apps align with the company’s policies.