Mobile Interactive Group (MIG) has bought mobile marketing and CRM software provider Piri for an undisclosed sum. The deal is 100 per cent  acquisition and is performance related.

MIG says it has bought Piri, which launched in 2006, because of its versatile technology capabilities and platforms, which include integrated cross-platform CRM and a self-serve web interface mobile marketing platform. To date, MIG has traditionally been strong in working with media and entertainment  businesses, mobile network operators, agencies and brands, and has now strengthened its capabilities as it moves into new lucrative vertical customer channels, including corporate enterprise and self serve markets. Current Piri customers include Netplay, Future Publishing, Paddy Power and Camelot.

The acquisition of Manchester-based Piri also gives MIG a permanent presence in the north of England, which the company says will enable the newly acquired commercial, development and operational teams to better serve MIG’s growing client base.

The Piri platforms will be incorporated into MIG’s existing technology offering, which includes the interactive messaging suite MIDAS; a high speed SMS/MMS Gateway; the mobile web and app publishing platform Kilrush; and Mpression, MIG’s premium mobile ad serving platform.

“We are delighted to announce the acquisition of Piri,” says MIG CEO and founder, Barry Houlihan. “We have worked with Piri for several years, providing mobile billing services to their clients via our m-commerce and interactive solutions business Mobile Interactive Technology (MIT). We intend to take full advantage of the company’s location in Manchester to grow commercial opportunities, and this deal underpins MIG’s other platform capabilities as we look to build market leadership in the provision of mobile services to the corporate enterprise market.  The Piri technology is already fully integrated with all MIG platforms and immediately available to our existing customers, as well as international customers and partners.”

Piri director Lee Bowden says the deal represents: “a huge opportunity to launch Piri’s technology globally, and offers tremendous career opportunities to our staff in an industry that has excelled through a tough economic climate. This is an exciting time and we look forward to working as part of MIG to enter new markets in 2010.”