Mobile marketing and advertising solutions firm 24MAS has acquired agency Spoiled Milk to help broaden its cross-media expertise and product range.

The firm said yesterday that it has acquired digital agency Spoiled Milk, a full-service agency specializing in digital consultancy, social media strategy and cross platform app development for iOS, Android and Windows Mobile. This follows its acquisitions of THQ and Selatra earlier this year.

?Everybody [in mobile] wants reach and targeting,? said Brennan Hayden, vice president at wireless developer agency WDA, East Lansing, MI. ?To solve the problem of reach and targeting, you have to solve all of the technology issues that are brought about by the fractured way in which mobile service is delivered.

?Companies that are looking for early competitive advantage are seeking out technology companies that have solved all of these individual problems and trying to integrate them into an end-to-end solution.?

Mr. Hayden does not work for 24MAS. He commented based on his expertise in the mobile advertising industry.

24MAS, Stockholm, Sweden, with its recent acquisitions, is showing that the company understands the need to have end-to-end integration that recognizes the full mobile system.

24MAS did not respond by press time.

Cream of the crop
Earlier this month, 24MAS acquired Irish mobile service provider Selatra, which provides a white-label solution for mobile phone carriers to provide an app store. 24MAS plans to roll out new services such as on-device portals and managed carrier offerings as a result of the deal.

?24MAS recognizes the value of the carrier in a good end-to-end mobile marketing solution,? Mr. Hayden said.

There are others in the mobile world who would view carriers as less essential in an end-to-end mobile marketing solution, he said.

The deals for THQ and Spoiled Milk are other examples of how 24MAS is trying to broaden its reach.

Founded in 2005, with offices in Copenhagen, Zurich and Belgrade, Spoiled Milk?s focus is on helping clients optimize their mobile markets.

The deal brings Spoiled Milk?s technology, strengthening its position as a provider of mobile advertising and mobile applications solutions.

Spoiled Milk?s clients may also benefit from the integration of global advertising solutions.

Gaining mass
24MAS acquired THQ?s wireless operations and its global carrier business earlier this year. The deal enabled 24MAS to expand its global footprint.

24MAS provides targeted mobile advertising, applications and managed services in Asia-Pacific, Latin America, North America and Europe. Advertisers and application developers can reach mobile subscribers in more than 80 countries via its platforms.

24MAS? ad clients include Samsung, Olay and Malaysia Airlines.

Factors such as operating systems, app stores and tracking technology are rapidly changing and if companies do not address them, they could miss the boat.

?All of these things are undergoing very rapid evolution and if you don?t solve them all, then it cuts into your reach,? Mr. Hayden said.

Final Take
Chantal Tode, Associate Editor, Mobile Marketer