Nokia to acquire global mobile advertising leader Enpocket
17 Sep 2007
Nokia today announced that its decision to acquire the privately owned mobile advertising company Enpocket that provides technology and services to allow brands to plan, create, execute, measure and optimise mobile advertising campaigns around the world.
By acquiring Enpocket, Nokia will accelerate the scaling up of its mobile advertising business, leveraging the Boston-based company''s platform and strong partnerships with advertisers, publishers and operators. In addition to key assets, through this transaction Nokia is gaining a team with strong expertise in global mobile advertising across disciplines.
"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 monetising 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 organise the market across the world, and make it easier for an ecosystem to develop."
Enpocket is a privately owned company, established in 2001 whose mobile advertising campaign management and delivery system, distinguished by advanced consumer insight, targeting, and measurement drives the Enpocket platform. The platform can deliver mobile advertising across multiple formats including SMS, MMS, mobile internet advertising, and video. Enpocket is powering mobile advertising for leading mobile operators and publishers across the globe and has an ad sales force that is working with large brands.
"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 standardise globally the business of mobile advertising so that brands can easily and efficiently engage consumers on their personal devices."
The agreement is subject to customary closing conditions and is expected to close in the fourth quarter of 2007.
