Air2Web is a mobile customer relationship management company. It has a global presence but is mostly successful in India, as well as the US. It also has a partnership with SAS the business analytics company to provide analytics for MMS campaigns. Air2Web used mobile advertising techniques such as targeting to enhance its services. So its was mobile CRM with personalisation, targeting and analytics all tied into one.
Well, Velti is a well known mobile marketing giant. But it is turning into a mega-beast by swallowing up some strong players in the market.
The first was Ad Infuse. Ad-Infuse was a targeting in-ad-game and video company. It was the leader at the time in the market prior to acquisition.
MobClix was the second one and it added in-app targeting to the portfolio.
CASEE was at first just an interest but today Velti will also acquire the rest of CASEE. CASEE gives Velti the upper hand in China.
Now the latest Air2Web purchase today makes the Indian market very attainable for Velti.
What we think?
It is clear to see why Velti is doing this. Global positioning and domination (Yikes – I sound like a James Bond film).
But seriously, targeting, precision, analytics, personalisation, local intelligence are similar characteristics of every purchase. Velti is making itself a guru in the local market and for personalised ads. Everything comes down to the right targeting or consumer engagement and Velti is very aware of that.