Apollo Mobile, which specializes in real-time audience engagement technology, has re-branded to Lumi Mobile.

Lumi is the Finnish word for snow – recognizing the origins in Finland of the company’s REACTOR mobile technology platform. In Latin-based languages, the new name also suggests light, illumination and a new ability to see, which the company says is particularly fitting for a business helping to bring content and shared experiences to audiences interacting through mobile devices.

“As we take our company into new markets of participation TV, live events, retail and healthcare, we wanted a fresh identity that reflected the Scandinavian part of our heritage, while giving us a name that transcends all languages and cultures,” says co-founder, Rolfe Swinton. “We believe it also suggests bright ideas and the multi-sector potential of our offering – dynamic engagement.”

Lumi Mobile was established by Swinton, Mark Beilby and Gavin Poolman as Apollo Mobile in 2008. It provides interactive services that enable media, research companies, and brands to engage audiences across all mobile device types and platforms. Lumi’s real-time participation management platform links mobile users instantly with each other and with its clients. Based in London and New York, Lumi also has offices in Vaasa, Finland and Tallinn, Estonia