New joint venture aims at mobile marketing

Mobile Media Unlimited Inc. and Guardian Angel Group Inc. announced a $6 million joint venture aimed at delivering targeted marketing campaigns via Guardian’s proprietary text-messaging system.
Mobile Media, which claims it can provide access to more than 300 million opt-in mobile contacts, will receive 50% of the bottom-line revenues generated by its clients under terms of the deal. The SMS marketing effort will capture permission-based e-mail addresses and mobile phone numbers, the companies said, using the customer database for future e-mailing and instant messaging of coupons and other offers.
No further financial details were disclosed.
“For the first time it is possible to directly target messages to individuals in real time regardless of where they are located,” said Mobile Media founder Anthony Sasso. “We believe that this ability to connect instantaneously with consumers will change the face of direct marketing and advertising.”
Meanwhile, MobiVentures Inc. said it will acquire “wireless business accelerator” Move2Mobile Limited for $4.2 million in cash and stock. MobiVentures is a London-based firm that acquires and consolidates companies within the mobile content and service industry; Move2Mobile offers management, financial and commercial support to start-ups in wireless and related industries.
“This acquisition provides Move2Moible’s portfolio companies with the ideal platform to launch their applications and services to a broader market, while providing MobiVentures access to a broad range of exciting and fast-growing mobile technologies,” said Move2Mobile Director Danny Wootton. “We are excited about the growth prospects of the combined business and the synergies of our two teams working closely together.”