Some more consolidation among the mobile middle-men: today, mobile data solutions provider Motricity announced that it purchased mobile marketing and advertising firm Adenyo for $100 million in cash and stock, with a further $50 million to be paid out depending on performance over the next twelve months.
The deal is a sign of how companies working in pure-play mobile internet solutions are looking to leverage their scale with more revenue-generating activities, such as serving advertising and marketing campaigns.
Motricity provides a platform called mCore — which it sells to mobile operators, brands and content publishers — to deliver and monetise mobile internet content. The company works with operators like AT&T (NYSE: T), Verizon, Sprint (NYSE: S) and Vodafone; (NYSE: VOD) as well as content publishers such as Showtime and TBS as well as a number of Conde Nast titles, among others.
The idea will be to integrate Adenyo’s services into mCore, to offer Motricity’s clients a wider range of services around their mobile content; and to offer Adenyo’s brand clients more targeted distribution of their campaigns.
Adenyo currently works with brands like McDonald’s, Coca-Cola, Ford and Omnicom Media Group to create, deliver and analyse mobile advertising and marketing campaigns that are delivered both through the mobile web, as well as through apps and more traditional channels like messaging platforms. The company itself bought another mobile ad company less than a year ago, Santa Monica-based MoVoxx. Adenyo, which has operations in the U.S., Canada and France, says it made $20 million in revenue in 2010.
Motricity has up to now built it business largely around managing mobile web content, but it has also tried to move into apps, working with customers like Sprint to develop app packages that can be bundled with advertising.
Motricity said that its revenues grew by 35 percent when it reported its Q3 results. It’s expected to release its Q4 earnings on February 8.
The transaction is expected to be completed at the end of Q1, 2011.

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