Nokia buys mobile advertiser Enpocket

Handset giant dials into targeted advertising and management technology

Matt Chapman, vnunet.com 17 Sep 2007

Nokia has acquired privately-held mobile advertising firm Enpocket for an undisclosed sum.

The purchase gives Nokia control of the company's technology, which can be used to manage mobile advertising campaigns and provide targeted adverts.

Eden Zoller, principal analyst at Ovum, suggested that Nokia's purchase of the Boston-based company made sense.

"Enpocket is a good catch for Nokia," she said. "It is a well established mobile advertising specialist and one of the stronger players in an increasingly competitive and consolidating market."

Zoller added that Enpocket's award-winning technology had strong analytics capabilities, but that Nokia would also benefit from the firm's staff and clients.

"Enpocket has a solid management team and an international customer base that includes major operators like Vodafone and Telefónica and brands such as Pepsi," she said.

"Enpocket gives Nokia a leg up in mobile advertising and the credibility it needs to be taken seriously in the space."

Tero Ojanperä, chief technology officer at Nokia, claimed that the acquisition backed up Nokia's intention to be a leading company in consumer internet services.

"We believe that mobile advertising will be an important element in monetising those services for our customers and partners," he said.

The agreement is subject to customary closing conditions and is expected to be finalised in the fourth quarter of 2007.

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