Guide by Cell Enters Auction Space with Mobile Bidding Technology
Guide by Cell has launched new mobile bidding technology for auction houses and art galleries, beginning with San Jose Institute of Contemporary Art and Julien's Auctions.

SAN FRANCISCO, CA, September 26, 2011 /24-7PressRelease/ -- Guide by Cell has launched innovative mobile technology solutions for enhanced communication between auction houses and art galleries and potential bidders. The first two organizations to utilize this mobile bidding technology are The San Jose Institute of Contemporary Art (ICA) and Beverly Hills-based Julien's Auctions.

During their September 17 auction of the Tony Curtis Estate, Julien's Auctions used a Guide by Cell text message alert service that allowed bidders to be notified when specified lots were available for bid. Bidders texted specific keywords to a designated 5-digit short code to view item descriptions and other pertinent information. After receiving text alerts, bidders could also place bids via text message.

"Guide by Cell's text message technologies provided Julien's Auctions with a competitive advantage, ensuring that bidders never missed the opportunity to purchase a live auction item they were interested in," said Michael Doyle, Events Coordinator at Julien's Auctions.

San Jose ICA launched three new technologies using Guide by Cell's mobile website platform, text message and cell phone audio tour technology at their 31st Annual Art Exhibition and Auction, which runs September 24 through October 22.

The auction mobile website is accessible via any Smartphone, and allows users to view more than 175 works by emerging and celebrated Bay Area artists whose work is on view and for sale in the auction galleries. Smartphone users can access the mobile website which includes images of and information about the auction works, a video documenting the exhibition installation, audio recordings by the artists, and complete event details and ticket information.

Anyone with a cell phone may now subscribe to text message updates and alerts from ICA before and during the exhibition and auction events. ICA visitors can also take a free self-guided cell phone audio tour of the auction galleries by dialing a number and following prompts to hear the artists describe their work. All bidders must attend events in person or contact the gallery to submit a proxy bid; no online bidding options will be available.

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Diana Salier
Guide by Cell
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