Microsoft to buy mobile software company MobiComp

The game of mergers and acquisitions is on for sure. After Nokia’s successful acquisition of Symbian, it’s now Microsoft’s turn to get into the act. Microsoft announced a few days back that it will buy MobiComp, a Portugal based mobile software maker.

MobiComp is particularly known for its apps related to data protection and sharing. MobileKeeper Backup & Restore, an app which stores and backs up mobile data, and MobileKeeper Sharing & Communities, an app which connects the mobile phone with social networking communities on the web, are the two most important apps that Microsoft is said to be interested in integrating into its Windows Live Mobile.

Microsoft has not disclosed the cost of this acquisition and the terms of the deal.

I think this acquisition will do loads of good to Microsoft and will serve as a morale booster. Apple made news with 3G iPhone, Google is almost always in the news with Android, Yahoo is going great guns, and now Nokia has made headlines all over the world by buying Symbian. Microsoft needed something to get back into the limelight as far as the mobile market is concerned and it has come in the form of this acquisition. The competition, my friends, is only going to get more intense.

Categories: Microsoft.

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Yahoo to send text message ads to mobile users

As the next step in its quest for domination in the mobile advertising industry, Yahoo might soon start sending text message ads to mobile users. It is all set to announce a partnership with a startup in Silicon Valley (where else?) called 4INFO. Yahoo believes that 4INFO’s technology will be very helpful in its text message advertising campaigns.

Yahoo is planning to send mobile content including news, sports updates, horoscopes, weather forecasts, and other things via text messages. The total number of characters allowed in a text message is 160. Out of this, 40 characters will be dedicated to advertisements.

The point, however, is, they seem to have an interesting deal. Yahoo will send mobile content backed up with mobile ads and 4INFO will try to send ads through its own mobile advertising network. The revenue will be split 60-40 between them and whoever managed to make a sale will walk away with 60% of the share. How about that?

Categories: Cell Phone Advertising, Yahoo.

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Virgin Mobile enters mobile advertising - will display banner ads to users

Looks like it’s the season of banner ads. After Google, Third Screen, AdMob, Yahoo, and most recently Microsoft, Virgin Mobile USA has announced that it will display banner ads to its mobile users who surf the web in their cell phone.

Virgin Mobile will use AOL’s mobile advertising system to display banner ads to users. This is the first time Virgin Mobile is entering the mobile advertising market. However, the CEO of Virgin Mobile has made it clear that they are being very cautious with these ads. These banner ads will be displayed on an experimental basis and depending on the response they get, they might think of expending their territory further.

The way I see it, this is a perfect partnership. Virgin Mobile’s growth has been not so impressive recently due to various reasons and AOL is the classic example of an erstwhile famous company trying to come to terms with the fact that it’s struggling. These two entities have joined hands. So, if things work out well, it might be good for both of them.

Categories: Cell Phone Advertising, All things mobile phones.

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Yet another interesting report on mobile advertising - II

I recently read a brilliant report on mobile advertising by Arthur D Little, a leading management firm. It says that mobile broadband will gain significant popularity in the next five years and with Europe being the leader in mobile based services now, mobile broadband penetration in Europe will be the highest in the world, up to 50%.

The report also talks about the role of mobile operators in mobile advertising. I was surprised to read that advertising generates only 5% of mobile operators’ revenue whereas in other media, advertising plays a bigger role and constitutes around 16% of the total revenue. This clearly indicates that mobile operators are yet to understand the impact of advertising as a revenue generating model. However, with mobile market growing fast, they need to think of ways to tap the revenue that can be generated from advertising.

Internet kingpins like Google and Yahoo have realized the importance of mobile advertising and are working on making it a successful source of revenue. At this stage, mobile operators need to do something on their own to generate revenue through advertising or they need to at least form partnerships with big players like Google and Yahoo and share the revenue. Either way, there is money to be made in mobile advertising and whether you are an operator or an advertiser, you need to come up with an idea to get your share.

The report also talks about Blyk and takes it as a case study to describe how successful mobile advertising could be, if it’s done the right way.

I’ve always believed that mobile broadband has a great future and moreover, we are now at a stage where we are fed up with 3G networks and talking about WiMax as an alternative. So, the stage is set for mobile broadband to become the next big thing.

Categories: Cell Phone Advertising, All things mobile phones.

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Microsoft says yes to banner ads in mobile phones

Microsoft has announced that it will allow advertisers to serve mobile users with banner ads from now on. Advertisers will now be able to display banner ads to mobile users using Windows Live Messenger and Windows Live Hotmail. However, this is restricted only to the users in the U.S., France, Spain, and the U.K.

By doing this, Microsoft has joined the list of companies like Google, AdMob, Yahoo, and Third Screen which serve banner ads to mobile users.

Microsoft also hinted that it might soon introduce keyword advertising service in Windows Live Search Mobile. Though the beta version is available in the U.S. now, Microsoft believes that there is still room for improvement and it might hit the market only later this year. Microsoft is also working on expanding its presence in mobile market and has made Live Search Mobile available in 49 markets.

It’s good to see that Microsoft has put the Yahoo fiasco behind and working to improve its position in the mobile market. However, with Yahoo going great guns and Google looking to leave no stone unturned for Android, it better be watchful.

Categories: Cell Phone Advertising, All things mobile phones, Microsoft, Mobile Web.

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