On Monday, Motricity announced its acquisition of Adenyo, a mobile marketing software firm.
Motricity expects the transaction to close by the end of the first quarter.
According to a joint announcement, Motricty, an enormously successful mobile content solutions provider, purchased Adenyo for a reported $100 million in both cash and stock options.
Shares of Motricity have doubled during the last six months alone.
Adenyo, a privately owned firm, has achieved success helping businesses – including McDonalds, Coca-Cola and Ford – target consumers via mobile marketing and advertising campaigns.
According to Motricity’s stated intentions for their newest acquisition, the planned integration of Adenyo’s mobile advertising and analytics capabilities into Motricity’s mCore Platform, combined with mCore’s existing content management and mobile commerce capabilities, will create a solution set that will deliver high value and highly relevant content, applications, goods, services and advertising campaigns all through one highly scalable, carrier-grade, managed service platform.
Motricity is hoping that these new capabilities will “significantly enhance Motricity’s ability to fully capitalize on the tremendous growth taking place in the global mobile data market, especially the smartphone segment.”
ABI Research forecasts an unprecedented opportunity for growth in the mobile marketing and advertising market, projecting global spend will reach $28.9 billion by 2014.
“The power of highly targeted mobile advertising, combined with highly targeted mobile commerce solutions is going to transform the mobile data industry,” said Ryan Wuerch, CEO of Motricity. “Adenyo’s technology, mobile marketing and advertising expertise and their long-standing relationships with powerful enterprise customers will significantly strengthen our position in the mobile data services ecosystem.”
