Nokia to acquire mobile advertiser

Global telecommunications giant Nokia has announced it has entered into an agreement to acquire mobile advertising and marketing company Enpocket for an undisclosed amount.

Enpocket was established in 2001 and provides marketing services targeting mobile phones.

Principal analyst at Ovum, Eden Zoller, praised the move and said it strengthened Nokia's mobile advertising position, which was relatively weak prior to the acquisition.

"[This deal] raises the stakes and places Nokia in a much stronger position."

Prior to this announcement, Nokia's movements in mobile advertising were bold but ill planned, Zoller said.

"In March, Nokia announced a fully managed mobile advertising service that will feature an ad network," she said. "The move was interesting but the proposition unclear and it gave the impression of not being well thought through from a strategic perspective."

According to Zoller, the Enpocket acquisition will open new doors for Nokia, given the number and size of clients Enpocket has.

"It would take Nokia years to build up a customer base of this quality and breadth."