The massively fragmented mobile advertising market is now slightly less so. German mobile advertising company YOC has announced it’s intention to purchase a British mobile marketing company, Bluestar Mobile.
There’s basically no information available for this at the moment. Well, apart from the fact that YOC has issued a statement declaring it’s intent to buy the company. But the YOC Group has already had a presence in England since 2005, and has announced it’s that this acquisition is to expand it’s operations in the British market.
What we think?
It’s something that Jonathan MacDonald said “fragmentation will take care of itself”. Not just in mobile advertising – we’ve seen closer co-operation between operators, service providers, manufacturers and everybody else along the value chain. In a way, the recession has been great for the mobile industry as a whole. Instead of everybody holding on to their little fragment and trying to do everything themselves, necessity has driven a more open model.