Tag: mobile marketing company

The telecom giant has now announced the creation of its new business called Axonix.

Telefónica has now unveiled its new Axonix company, which is a mobile marketing firm that has been developed through the financial backing of the telecom company itself, in addition to the affiliates of the GSO Capital Partners of Blackstone.

The company made the announcement of its new business by way of a recent press release.

That press release showed that Axonix is the very first mobile marketing exchange program that the operator has ever created and operated. Now, Telefónica and Blackstone’s GSO capital will be using this tech to help to carve out a new sector for itself. The release also explained that MobClix would be the technology that would be used for powering Axonix.

The analytics tool from MobClix will ensure that the mobile marketing will be measurable.

The MobClix tool is designed to be used for mobile apps. This is vital to being able to track and analyze the success of specific ads or of larger campaigns.

Telefónica’s current director of global advertising sales, Simon Birkenhead, has now been appointed as the Axonix chief executive, so he will soon be leaving his present role in order to move into the new one. The newly created company will have its own entirely new team of executive management. It will have global operations that will be headquartered in London.

Although Axonix will be a business that is run independently from Telefónica, the mobile operator said that the company will still be able to take advantage of the existing advertising industry expertise, its financial credibility, as well as the worldwide reach of the two shareholders behind it.

The Telefónica CEO of digital service and innovation, Stephen Shurrock, explained that “Axonix is created specifically for the mobile advertising industry, using technology with a four-year heritage in leading this market to offer a central destination for operator-enriched advertising inventory.” He also stated that the company is proud to be the first company of its kind to both own and power an exchange platform for mobile marketing. Shurrock feels that this is a clear demonstration of the company’s dedication to placing the spotlight on digital services as they convert themselves into a digital telecom.

As the search engine giant works to expand its smartphone and tablet based audience, its acquisitions continue.

Yahoo! has just revealed its most recent step in widening its audience of smartphone and tablet users in its purchase of the mobile marketing platform, Sparq.

This allows users to be able to more conveniently toggle among their smartphone apps.

This is far from the first of the acquisitions that Yahoo! has made recently in the mobile marketing area. In fact, this is only one of a growing number of small startups that are being absorbed by the search engine giant in its efforts to move into the smartphone friendly channel more effectively. The primary benefit of Sparq is that it allows its users to be able to switch from one app to another while using their smartphones. This could be highly appealing to marketers because this capability is believed to help to increase the app usage from the owners of mobile devices.

Sparq integration into Yahoo! could also help the company to use mobile marketing for monetization.

According to the founder of Sparq, Jesse Chor, who is also the company’s CEO, “We are uber passionate about mobile — we’ve been striving to build the best mobile platform possible, and are excited to continue upon that goal with Yahoo.” Chor went on to express that “Words cannot describe how ecstatic we are to be joining such an amazing team with such an inspiring mission. We see endless opportunity ahead.”

The earnings at Yahoo! haven’t been exceptionally good over the last while. During the last quarter of 2013, the company’s reports showed that its earnings had fallen by 91 percent when compared to the same time a year before. That said, one of the reasons that the earnings were as low as they were was that the company had spent a massive amount of money on the acquisition of startups. In fact, in the last quarter alone, there was $163 million spent by Yahoo! on purchasing other companies.

In December, the company took in a number of companies that could contribute to its mobile marketing strategy, including PeerCDN, a content-speeding startup, Evntlive, a startup for “virtual venues”, and SkyPhrase, a natural language software startup that has been compared to Siri.