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Nokia acquires Enpocket for mobile advertising

18 сентября 2007

Deal comes as handset maker continues its transformation into a multimedia service provider. Nokia on Monday announced it will acquire mobile advertising company Enpocket as it continues to build out its portfolio of content services.

U.S.-based Enpocket is a mobile advertising platform provider that works with brands to deliver ads across SMS and MMS networks, as well as on mobile Internet and video services.

"Nokia has already announced its intention to be a leading company in consumer Internet services and we believe that mobile advertising will be an important element in monetising those services," said Tero Ojanpera, CTO of Nokia, in a statement.

Indeed, the hype surrounding mobile advertising seems to be growing. Last week mobile search and advertising provider Medio said it expects advertising on handsets to be worth over $1 billion by 2009.

The comments were made to Total Telecom following Medio's agreement to provide targeted mobile search services to T-Mobile.

Monday's deal comes shortly after Nokia announced its foray into the Internet-based content services sector with the launch of four converged devices, as well as Ovi – the brand name encompassing the Nokia Music Store, N-Gage games and Nokia Maps.

The new services are scheduled for launch in the fourth quarter, which is also when the Enpocket deal is expected to close.

"Effective interactive advertising on the mobile device can create tremendous value for the mobile industry while bringing new Internet services to people around the world," said Mike Baker, president and CEO of Enpocket, in a statement.

"Enpocket is a very good catch for Nokia," said Eden Zoller, principal analyst at research firm Ovum.

She commented in a research note that the deal will boost Nokia's credibility as a viable mobile advertising provider.

"Enpocket provides Nokia with an award winning, proven platform that supports a wide range of mobile inventory, has strong analytic capabilities and is scalable. And we can expect to see further enhancements with Nokia's money and technical resource behind it," said Zoller.

"The company also has an expanding customer base that includes international operators like Vodafone, Sprint Nextel and Telefonica, and brands like Pepsi.  It would take Nokia years to build up a customer base of this quality and breadth," she added.

Источник: Total Telecom

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