MobileActive Limited (ASX: MBA), Australia’s leading independent mobile phone entertainment content and services company, today announced it has entered into an exclusive technology licence and commercial partnership with UK’s leading independent mobile and digital communications business Mobile Interactive Group (MIG) for Australia and New Zealand (ANZ).
MIG is one of the fastest growing privately owned technology companies in the UK and is the country’s largest mobile payments provider (over 20% market share). Revenue generated from its technology platforms and associated services grew (74% to £68 million in FY 2009).
The MIG technology licence and commercial partnership will sit in MobileActive’s Business-to-Business division, Mobile Embrace, alongside the company’s Mobile Entertainment Retail (MER) and RingRing Studios (in-house mobile content production, licensing and distribution) units.
The MIG technology platforms, which compliment the existing MobileActive infrastructure Mobile Embrace offers to clients, will support a number of specialist disciplines including mobile internet and applications publishing, multichannel digital solutions, M-commerce, messaging solutions and interactive platforms.
MobileActive Chief Executive Officer Chris Thorpe said this substantially strengthens Mobile Embrace’s market offering that includes branded mobile content development, hosting and delivery, corporate messaging, billing, mobile marketing and mobile membership and loyalty services.
“We are focused on building on the quality and depth of Mobile Embrace’s mobile business-to-business services. MIG’s technology platforms, that have won a number of industry awards for performance, innovation, compliance and reliability, give us a distinct competitive advantage. They are world class with a track record to match. Mobile Embrace will be able to provide Australian businesses outstanding integrated mobile solutions across a number of areas primed for growth,” said Mr Thorpe.
MIG clients utilising the technology platforms include ITV, FIVE, O2, Vodafone, Orange, COI, Shazam, Bauer, Guardian and brands under the global Pepsico umbrella such as Walkers, Tropicana and Lays.
NMA (New Media Age), a leading UK trade publication, ranked MIG No.1 for the third year running in their annual Marketing Services Guide 2010, as the UK’s leading full service mobile agency.
The first platform that Mobile Embrace will deploy in ANZ, during the first quarter of the 2011 financial year, will be mobile internet and applications publishing platform Kilrush.
The technology brings businesses into the mobile space by providing the tools to enable rapid development of mobile websites and applications, and seamlessly integrate them with interactive messaging, mobile ad-serving and billing as well as talking to existing business systems.
Kilrush powers services for big content owners, brands and mobile operators and is flexible enough to support applications, widgets and power bespoke applications for large and small businesses.
The platform supports over 7000 devices worldwide including the more complex iPhone and other smartphones ensuring every user experience is catered for.
Kilrush simplifies the complex mobile environment of multiple operating systems by enabling clients to build one mobile site or application, and publish to many devices.
Barry Houlihan, CEO and Founder of MIG, said: “A core part of MIG’s strategy has been to grow and internationalise the business and we remain on track to fulfil these goals in 2010. We have a unique breadth of mobile and digital technology, which has enabled us to create leadership in certain sectors working with brands, media and entertainment companies, broadcasters and with mobile network operators in the European market.
“We recognise MobileActives experience, expertise and market leadership, and the partnership will enable MIG to rapidly deliver innovative technology solutions into the Australian and New Zealand markets.”
MobileActive and MIG will share in revenues generated from the technology platforms in the ANZ market. The terms of the agreement include the payment of licence fees by MobileActive to MIG and the issue to MIG of 3,000,000 options in MobileActive Limited at a 50% premium to 30 day VWAP (volume weighted average price) prior to the grant date. Vesting occurs in three tranches with one-third vesting after 12, 24 and 36 months respectively after the grant date.
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