Just how hip is VeriSign, and just how brilliant was its Jamba acquisition? The answer to both questions is “very”, according to BusinessWeek, which has run an article about VeriSigns transition from behind-the-scenes facilitator to marketing content to consumers.
VeriSign runs a bunch of ads around the world, and monitors the ads in real time to evaluate how much it is paying in marketing for each customer, and changes its spending accordingly. “It has been the most successful in exploiting this particular business model,” said Michael Nash, senior vice-president of digital strategy and business development at Warner Music Group (WMG ), which partners with several mobile-content companies, including Jamba. “[VeriSign is] the 1,000-pound gorilla when it comes to direct-to-consumer mobile content.”
Related stories:
–Verisign Shares Fall On Mobile Revenue Warning
–Earnings: Verisign’s Content Revs For Q2: $165 Million
–VeriSign’s New Target: Consumers
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