(18 September 2007 6:50 pm)

MUMBAI: Nokia announced that it will acquire Enpocket a Boston-based company that offers technology and services for mobile advertising.

Enpocket provides technology and services that allow brands to plan, create, execute, measure and optimize mobile advertising campaigns around the world. By acquiring Enpocket, Nokia will accelerate the scaling of its mobile advertising business, leveraging Enpocket's platform and partnerships with advertisers, publishers and operators.

Additionally, through this transaction Nokia is gaining a team with expertise in global mobile advertising across disciplines, stated an official release.

"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 Nokia chief technology officer Tero Ojanpera.

"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," added Ojanpera.

The innovative technology that drives the Enpocket platform is a mobile advertising campaign management and delivery system backed by consumer insight, targeting, and measurement. The platform can deliver mobile advertising across multiple formats including SMS, MMS, mobile Internet advertising, and video.

"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 CEO 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," added Baker.