US Telco giant Qualcomm has acquired Ireland-based Xiam Technologies for its mobile advertising targeting and personalisation technology. Qualcomm will pay approximately $32 million for Xiam and estimates the acquisition will be neutral to FY08 earnings per share. Founded in 2004 and funded with venture capital from Delta Partners and Enterprise Ireland, Xiam’s technology enables wireless operators to server targeted offers via WAP, Web and outbound messaging. It’s effectively a mobile ad server, which is a pretty hot area right now.
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Interesting to see a chip manufacturer buy a mobile ad server. That’s serious forward integration in the value chain! And that’s also an indication of the high expectations everybody seems to have for mobile advertising.
If interest in mobile advertising keeps rising, Google might have to consider the possibility of not enjoying a monopolist position in the mobile space…