IMI, the India-headquartered global provider of mobile value added services (VAS) for content providers, mobile operators and media agencies, has announced its acquisition of dx3, the London-based digital content delivery services provider which pioneered the first legal digital music downloads in Europe, for an undiscllosed sum. The acquisition is effective immediately.
Already established in over 40 countries across Asia, Africa, Latin America and the Middle East, IMI says its acquisition of dx3 is the first step in an aggressive European expansion plan designed to establish the company as one of the largest managed service providers for digital content and converged VAS in the region.
The acquisition will combine IMIs experience in the mobile sector, where it already enables 80 operator deployments globally to drive profitable new revenue streams, with dx3s expertise in the web domain. dx3 has relationships with all of the worlds major music labels, and a library of over 2 million music tracks. It provides marketing solutions to major brands and creative agencies, including members of WPP and OMD. The arrangement will bring the combined services of the enlarged group under the IMI brand and see its carrier-grade DaVinci platform used as part of a managed service offering to power the mobile and online digital marketing initiatives of major brands, publishers and retailers across Europe.
“We see two key growth areas emerging,” says IMI CEO and founder, Vishwanath Alluri. “Firstly, converged media campaigns that use both mobile and online platforms. Secondly, off-deck, direct to consumer mobile and fixed-line operator promotions, working with big name brands to offer innovative offers and marketing inducements to their subscriber base. We are well positioned to exploit this growth with our innovative technology platforms and considerable experience in driving new revenue streams for our global customers.”
Anu Shah, formerly Executive Director of dx3 and now CEO of IMI Europe, says the acquisition gives the company fantastic access to a converged online and mobile platform that can glue together growing areas of the market, such as digital music, social networking, advertising, user-generated content and subscription services.
“dx3 and IMI believe offering these products under a managed service model offers the best risk/return profile for our clients as evidenced by our growth over the last year,” says Shah. “Together, we are now in a great position to design and deploy compelling new products and services on a pan-European basis.”