U.S. mobile marketing company Air2Web and European mobile marketing services provider Mindmatics AG announced their merger
Air2Web and MindMatics claim the merger will result in "the world's largest, independent, pure-play mobile marketing agency."
Frost & Sullivan estimates the value of worldwide mobile marketing
and advertising to reach $4.2 billion in 2008, and $12.7 billion by
2011.
Air2Web and MindMatics Announce Agreement to Merge
Transaction Creates Global Pure-Play Mobile Marketing Leader
ATLANTA, GA -
Air2Web, Inc. and MindMatics AG today announced the
two companies have agreed to merge. The transaction firmly establishes
the combined organization as the global pure-play mobile marketing
leader. The combined entity is the first vendor able to deliver a full
range of mobile marketing capabilities to enterprises, brands, agencies
and carriers.
The new company presents significant advantages for clients
looking to consolidate marketing initiatives across verticals, programs
and continents, enabling a fundamental change in the way organizations
can integrate mobile strategies into their overall marketing programs.
Its focus on mobile marketing brings value to customers beyond
specialty or niche services and delivers the most extensive global
network and support.
Key strengths of the combined organization include:
- Best Market Experience in Key Industry Verticals - Air2Web
boasts unmatched expertise in financial services, retail and with U.S.
operators. MindMatics provides in-depth experience in media,
entertainment, automotive and agency business. - Complete Range of Mobile Marketing Capabilities - The
two companies have a shared vision and complete product platform to
address customer demand. This combined offering is particularly
important as clients increasingly mix promotion, service and
transaction programs into their mobile marketing initiatives. - Extensive Global Reach - The merger results in
unrivaled global coverage, combining Air2Web’s presence in the Americas
and India with MindMatics’ presence in Europe. The consolidated company
will have a local footprint in 15 cities across three continents. This
extensive global reach benefits customers in the form of expanded
international delivery and support capabilities. - World-Class Team - Both companies have strong
management teams with substantial industry experience. The combined
company has 300 employees worldwide and has created some of the most
innovative and leading-edge mobile marketing campaigns for global brand
name clients. Sanjoy Malik will serve as CEO and a member of the Board
of Directors of the combined company.
“Consumer adoption of wireless technologies is increasing
exponentially, creating unique opportunities for brands and marketers
to reach customers through this channel. As the market becomes more
aware of the various suppliers and their capabilities, customers demand
a proven leader with a broader array of products, services, global
coverage, and carrier-grade scale and reliability,” said Air2Web Chief
Executive Officer Sanjoy Malik. “MindMatics has an impressive set of
blue-chip customers in Europe, which added to Air2Web’s customer base,
creates unmatched coverage around the world. This merger solidifies our
leadership position in mobile marketing, and creates important
synergies and opportunities for our customers, employees and
investors.”
Ingo Lippert, CEO of MindMatics, will serve as Managing
Director of European Business for the consolidated company and will
manage operations in EMEA. He also will serve as a member of the Board
of Directors.
“Mobile marketing is evolving and in turn, creating remarkable
value and opportunity for vendors, marketers and consumers alike,” said
Lippert. “Both Air2Web and MindMatics have been highly successful and
complement each other well in terms of geographic presence, vertical
expertise and approach to the market. Together we are very focused on
meeting changing market needs and consumer demand, and are well
positioned to leverage those resources for the benefit of our customers
worldwide.”
Frost & Sullivan estimates the value of worldwide mobile
marketing and advertising to reach $4.2 billion in 2008, and $12.7
billion by 2011. The new company is well positioned to leverage its
combined resources and solidify its leadership position in the growing
market.
“Air2Web and MindMatics represent a true synergy as they fit
well together in product, geography and markets,” said J. Gerry Purdy,
Ph.D., VP & Chief Analyst with Frost & Sullivan. “Mobile
marketing is a huge opportunity, and together Air2Web and MindMatics
will become a key global company covering the Americas, EMEA and the
Asia-Pacific. This merger presents a very compelling combination and is
indicative of the maturation of the mobile marketing space.”
“We have been an Air2Web customer for several years and
believe the company’s merger with MindMatics makes a lot of sense,”
said Louis Gump, vice president Mobile, The Weather Channel
Interactive. “The combined organization will have much more extensive
global delivery and support capabilities, which are very important to
companies like The Weather Channel.”
Transaction Details
The transaction is expected to close within this month, subject
to customary closing conditions. Air2Web’s current investors include
The Carlyle Group, Jupiter Ventures and Vantage Point Venture Partners.
MindMatics current investors include T-Mobile Venture Fund, Tempo
Capital and Holtzbrinck Ventures, and they will become investors in the
merged company. Arma Partners served as advisors to MindMatics. Terms
of the agreement were not disclosed.
About Air2Web
Air2Web
is a leading Mobile Marketing service provider for enterprises, brands,
agencies and network operators. The Company has created thousands of
marketing campaigns to promote major brands, provide a variety of
goods/services, and offer a new level of customer service, enabling
clients to better promote, service and transact with their customers
via mobile phones. With headquarters in Atlanta, Air2Web has
connectivity into virtually all U.S. wireless operators. Air2Web is at
the forefront of connecting marketers to mobile subscribers on a global
scale, including such customers as The Weather Channel, Procter &
Gamble, Traffic.com, AT&T and UPS. More information on Air2Web may
be found at www.air2web.com.
About MindMatics
MindMatics
is a leading European provider for the development and realization of
Mobile Marketing Services. As a full service provider, MindMatics has
core strengths in global premium messaging, promotion and marketing
applications, as well as Mobile Internet portals. More than 500
companies throughout Europe use MindMatics for their mobile services.
Customers include leading brands such as Unilever, T-Mobile, Procter
& Gamble, Sony Ericsson, Budweiser, McDonald’s, and Ferrero.
MindMatics AG was founded in March 2000 and has 130 employees in
offices in Munich, Cologne, Vienna, London, New York, and Los Angeles.
More information on MindMatics may be found at www.mindmatics.com.