Nokia to buy mobile ad specialist Enpocket

Nokia will buy mobile advertising firm Enpocket for an undisclosed amount in its latest push into the emerging mobile advertising market.  

Nokia says buying Enpocket will help it grows its mobile advertising business and strengthen its position in consumer Internet services. 

"We believe that mobile advertising will be an important element in monetizing those services for our customers and partners,' Nokia CTO Tero Ojanperä said in a statement.  

Ovum principal analyst Eden Zoller said Enpocket's campaign management system and strong analytics capabilities "gives Nokia a leg-up in mobile advertising and the credibility that the Finnish handset maker needs". 

"It is a well-established mobile advertising specialist and one of the stronger players in an increasingly competitive, consolidating market," he said in a research note. 

In addition, the Boston-based Enpocket has a solid management team and a client base that included operators such as Vodafone, Telefonica and brands like Pepsi.   

The deal is expected to close in the fourth quarter.  

Nokia announced a fully managed advertising service and advertising network in March.