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狮城新电信子公司3.59万美元收购两家数码广告公司

2014/6/12 11:29:51来源:联合早报 浏览 1 次我要评论(0) 字体:T | T

导语:新加坡新电信通过旗下全资子公司——流动电信广告方案供应商Amobee,以近3亿5900万美元(约4亿4900万新元)收购两家数码广告公司,以便扩大其流动广告市场的版图。

  新加坡新电信通过旗下全资子公司——流动电信广告方案供应商Amobee,以近3亿5900万美元(约4亿4900万新元)收购两家数码广告公司,以便扩大其流动广告市场的版图。

  Amobee将以2亿零900万美元收购美国Adconion Media以及澳大利亚注册Adconion私人有限公司。它们分别在美国和澳洲经营数码广告业务,以户外视频、录像、流动电信、电邮和社交媒体等业务平台,为多家知名的财富500强(Fortune 500)企业提供流动广告服务。

  同时,新电信也以1亿5000万美元收购美国Kontera科技公司。这家公司专门从事数码内容分析和行销科技业务,在美国、英国和以色列都有业务。

  新电信集团数码生活业务总裁刘永强昨天在记者会上宣布以上消息时形容,这是一项“变革性收购行动”,能扩大Amobee在全球数码行销及广告市场的规模和市场占有率,并有助于新电信集团的数码生活业务可“往前大步迈进”。刘永强说:“我们的最大商机就在那些固网服务(fixed Internet)渗透率很低的新兴市场,而流动网络服务将改变游戏规则。”

  目前,Amobee主要为广告客户提供手机短广告服务,在流动屏幕广告市场的占有率约10%,是新电信在流动广告业务方面的主要营收来源。截至今年3月31日的财政年,新电信流动广告营收达1亿1300万新元,同比增长超过一倍。

  也是Amobee主席的刘永强表示,随着收购完成,他预期Amobee营收可突破3亿新元。

  Amobee将在未来一两年整合两家公司的运作,以为全球广告客户推出综合广告方案,并运用Kontera在大数据(big data)分析方面的强项,更准确地将某个产品的广告发送到对该产品感兴趣的用户,提高广告转换成真正销售的概率。

  刘永强说:“当一般用户开始转向使用手机上网时,广告客户的喜好和行为也会跟着改变,这项收购行动将扩大我们在全球的规模,同时为我们的广告客户追踪用户习惯。”

  Amobee总裁施特雷克(Mark Strecker)也指出,Kontera在数据分析领域拥有18项专利,而这些专利将随着收购归新电信所有。

  新电信近年来在数码业务领域动作频频,反映出其之力于成为一家跨足多个媒体平台的通信企业的决心。
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