It’s not quite the monumental acquisition that Facebook’s purchase of Instagram was, but it certainly highlights the rush by successful companies to build upon their mobile marketing platform through acquiring tools and talent whenever necessary.
To that end, SUMOTEXT Corporation announced Wednesday that it has acquired g8wave Mobile, the mobile marketing division of The Phoenix Media/Communications Group, the owner and operator of multiple publishing, broadcasting, and digital properties.
In addition to its weekly newspapers which include the Boston Phoenix, the Providence Phoenix, the Portland Phoenix and El Planeta, the 46 year old media company operates radio station WFNX Boston, Stuff Magazine, Mass Web Printing, and publishes the official yearbooks for the Boston Celtics and the Boston Marathon.
Phoenix Media’s g8wave division developed and operated its own mobile marketing and mobile giving platform in both the United States and the United Kingdom for over a decade.
“While the company will continue to provide digital marketing services,” g8wave Mobile said in a press release today, “this move will allow its blue chip roster of agency partners and advertisers to develop, execute, and measure their mobile marketing and giving campaigns on the SUMOTEXT platform, which was recently ranked #1 for the second consecutive year by TopTenReviews.com in their Text Message Marketing Review 2012.”
“SUMOTEXT has a long list of features that we wanted to share with our properties and clients,” said Mike Fuller, Chief Operating Officer of Phoenix Media. “This agreement allows us to focus on our core media business while ensuring our mobile offerings include the latest advances in technology. The SUMOTEXT geo fence builder, location-aware messaging, and MMS builder are just recent examples of their continued commitment to innovate around SMS and MMS.”