Lumata Mobile Marketing Consultancy from Buongiorno and Francisco Partners is born

Lumata has been born.

What?

Lumata is a new mobile marketing consultancy for the B2B space created by Francisco Partners and Buongiorno.

Buongiorno and Francisco?

Well we all know Buongiorno as the king of mobile content.  It seems that bits and bobs of its B2B business have been sold  – or blended within this new business Lumata with Francisco Partners.

I had a quick look at the Francisco Partners website and it looks like they are VERY big fish in the creating successful business space.

What does this mean?

Well, to be honest, it seems that the ominous worry from financial institutions about mobile marketing  in Europe is well and truly over.  The Buongiorno business space is moving in one direction but the B2B space for mobile still offers everything to play for.  Lumata will go head to head with YOC and VELTI and other biggies in the mobile marketing space.

Lumata already has some fantastic clients and case studies on its site including Nestle and Dior. But  now, I think that this new consultancy is saying that operators are great but brands are the real business and any CMO can benefit from inside consultancy.  So instead of setting up your own agency or department to use a successful player such as Lumata with a proven track record.

From the press release

Lumata will, from today, operate globally with 15 offices and more than 500 employees. Lumata already helps more than 100 customers including mobile operators, handset manufacturers, and blue-chip consumer brands take advantage of the opportunities that the mobile channel presents. Lumata, with the backing of Francisco Partners and Buongiorno, has a strong investment plan to focus on expanding the tools and services that its customers use to explore and seize new ways of interacting with their consumers.

Heading up Lumata, is former Clearwire executive and Match.com CEO Thomas Enraght-Moony, a proven business leader with a strong track record of growth and innovation in fast growing markets.

“Mobile marketing is the place to be – it’s how consumers prefer to interact with the companies that serve them” said Enraght-Moony. “Helping businesses with the challenges mobile presents is a big opportunity for an experienced team with the right financial backing. That’s Lumata.”

What we think?

Well, we wish we had guessed something bigger was coming out of Buongiorno over the past few months as we had a lot of interest from several product managers in the space in our GoMo News Mobile Advertising Directory.  But, better late than never the new business is entering a competitive space with a lot of very strong and successful agencies.  So we are excited for Lumata and we love the name.  It reminds me of the film with Tom Hanks and the Holy Grail (yikes, my memory).  But anyway – more news coming.