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.NET News Desk Microsoft Buys into Affle
Microsoft buys a piece of Affle Holdings mobile marketing company
By: Maureen O'Gara
Feb. 17, 2009 09:00 AM
Microsoft has bought a piece of Affle Holdings, a Singapore-based mobile marketing company. The investment was part of Affle's B round and represents 20% of the company according to the Economic Times of India. Affle says it will leverage Microsoft's expertise and relationships in the mobile media eco-system to scale its business in the US, Europe and Australia. Its proprietary SMS 2.0 service is supposed to boost the use of Windows Live services and MSN content on mobile, and create a large volume of new mobile advertising inventory. The outfit got started in Asia and it's now supposed to be the largest mobile media merchant in India delivering over 120 million monthly targeted impressions. Its personalized widgetry unifies messaging, content browsing and search on the default text messaging screen.
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