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September 17, 2007

Nokia buys cellphone ad company

Posted by Tricia Duryee at 1:50 PM

There's been a lot of action today in the wireless industry, and here's yet another big play made by a big player.

Nokia said it has agreed to acquire a Boston-based Enpocket, a company that displays ads on cellphones, according to the Wall Street Journal.

The Journal said the acquisition is another step in the handset maker's push into software and services. The push started last month when it launched a Web services site called "Ovi," Finnish for door.

Nokia also bought Seattle-based Loudeye, and more recently Redmond-based Twango to work on this mission.

Nokia did not say how much it paid for Enpocket, a 120-person start-up with technology that can display cellphone ads in a variety of formats, including banners for mobile Web pages, video spots and text messages. AOL recently bought mobile advertising startup Third Screen Media. Still independent is Seattle-based Medio Systems, which is developing a search-plus-advertising approach.

Enpocket works with Sprint Nextel, Vodafone and Bharti Airtel of India, and has run ads for brands such as Hyundai and Pepsi.

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Tricia Duryee
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