More Mobile Relations Purchases Swedish 12snap-Lokomobil

More Mobile Relations, a subsidiary of Telenor, has announced the acquisition of 12snap-Lokomobil, a Sweden-based mobile marketing company.

 

Through this latest purchase, the company is seeking substantial expansion in the Nordic market with a clear leadership role.

 

“We will be number one in the Nordic region. After the Danish and Norwegian acquisitions, we are continuing to expand, with the addition of Sweden’s strongest player in mobile marketing,” said Tom Lindberg, CEO at the More Mobile Relations Group.

 

Founded by Telenor, More Mobile Relations is a newly established mobile marketing firm in the Nordic region. In March 2008, the company bought Active Loop Marketing in Norway and N’volve in Denmark. Though Telenor Group is founder and shareholder of the company, More is an independent company which provides operator-independent services.

 

12snap-Lokomobil is one of the Nordic region’s prominent mobile marketing companies, focusing on strategy, technology and concepts. In the past, the company’s main focus was on SMS, however, now it is also adopting multi-media solutions such as MMS and mobile sites.

 

12snap-Lokomobil is represented on the executive board of the industry association Morgan, and is a member of the Swedish Advertising Association’s Mobile Advertising Committee.

 

Martin Edwall, president at 12snap-Lokomobil, noted that his company has been involved in mobile marketing for almost a decade, but it is only now that the market really seems to be taking off.

 

According to IRM, the mobile marketing sector is currently responsible for only 0.5 percent of total advertising investment. However, analysts predict that mobile is the wave of the future.

 

For mobile marketing to take off, the focus must be on relevance, ease of access and responsiveness to demand, said More Mobile Relations officials, adding that “More Mobile Relations is totally committed to this approach.”

 

“We can see how the mobile Internet is creating new consumer needs and increasing the level of interest in mobile marketing services. This opens business opportunities for Telenor,” said Christian Ursin Holm, vice president of new business at Telenor Group.