Enpocket delivers mobile advertising across platforms including SMS, MMS, mobile internet and video. It counts Vodafone, Telefónica and Pepsi among its customers.
Nokia chief technology officer Tero Ojanpera said: “This is a game-changing move to bring the reach and depth of Nokia to organise the market across the world.”
Observers broadly welcomed the move. Eden Zoller, principal analyst at Ovum, said: “Enpocket is a good catch for Nokia. It is one of the stronger players in an increasingly competitive market. It gives Nokia a leg up in mobile advertising and credibility to be taken seriously.”
The move follows Nokia’s announcement in March of a fully managed service, called Nokia Ad Service, for advertisers to conduct targeted advertising on mobile services and applications.
Zoller said: “That move was greeted with interest but given a cool reception – the Enpocket deal should create more heat.”