Nokia to acquire mobile advertising and marketing company Enpocket
Rating: hello? Is it me your looking for?
This is strange from the BKI Media side of our business. One minute Nokia aims to be a mobile advertising leader and umbrella company for mobile search providers and then the next it is buying Enpocket.
GoMo News and BKI Media write frequently on both Nokia and Enpocket but the relationship opens a completely different door for both companies. Over the past few months Enpocket has announced a series of deals on the marketing side of the business where it launches campaigns for car manufacturers and tv companies. This is actually moving away from what Nokia initially wanted to achieve with its ad-platform (create a space for advertisers to target mobile Nokia users and fans via its various websites including noki.mobi – which gets 100,000 hits a month).
But it seems that Nokia’s aspirations are to not only be a hub for advertisers but also THE hub creating mobile marketing campaigns for third parties.
Personally, I think that Nokia is treading too heavily on mobile operators’ toes and any operator fool enough not to think so is *******. Then I also think that Enpocket should have held out. I know from the inside that a mobile operator was very very keen on purchasing the company and going with the first person that wants you in this day and age is risky.
From the press release:
“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 monetizing those services for our customers and partners. Enpocket’s mature leading edge platform and people expertise are a strong fit with Nokia existing capabilities in the mobile advertising market,” said Tero Ojanperä, Chief Technology Officer, Nokia. “This acquisition is a game changing move to bring the reach and depth of Nokia to organize the market across the world, and make it easier for an ecosystem to develop.”
“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 Enpocket President and Chief Executive Officer, Mike Baker. “Enpocket and Nokia are combining to provide the leadership needed to define, build and standardize globally the business of mobile advertising so that brands can easily and efficiently engage consumers on their personal devices.”
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