Nokia said Monday it will buy U.S. cellphone-screen ad firm Enpocket, a move that will enhance its ability to place cellphone advertisements through text messages and e-mail. Enpocket's platform delivers mobile ads through SMS, multimedia messaging service [MMS], mobile internet advertising, and video. "This is a very interesting move. It gives a clear picture of the speed in which Nokia's new organization is expanding into software and services," eQ analyst Jari Honko told Reuters. The deal is expected to close in the fourth quarter; details were not disclosed. Boston-based Enpocket's clients include Vodafone, Pepsi, Telefonica, Sprint and MasterCard. "Nokia has already announced its intention to be a leading 
company in consumer Internet services, and we believe that mobile advertising will be an important element in monetizing those services for our customers and partners," Nokia Chief Technology Officer Tero Ojanpera said. "This acquisition is a game changing move to bring the reach and depth of Nokia to organize the market across the world, and make it easier for an ecosystem to develop." Strategy Analytics, a notoriously cautious forecaster, predicts the global mobile ad market will hit $574 million this year. Yahoo and Google are also clamoring for a share in the growing market. Last month Nokia unveiled its multimedia user interface Ovi, which combines a new digital music store and a gaming service. Nokia shares gained 2.1% in Helsinki trading Monday.
Sources: Press release, Reuters, Bloomberg, MarketWatch
Commentary: AOL Buys Third Screen Media, Gains 'Very Strong Position In Mobile Advertising • Microsoft to Acquire Mobile Ad Group ScreenTonic • Yahoo to Offer Cellphone Web-Ad Network
Stocks/ETFs to watch: NOK, GOOG, YHOO
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