RIM buys white label app store

RIM continued to expand through acquisition yesterday, purchasing US-based software firm Cellmania in an effort to boost the competitiveness of its App World content store.
 
The acquisition grants RIM access to Cellmania’s app tracking and billing software allowing it to include the cost of apps in subscriber’s regular monthly phone bills, and to charge regular subscriptions, WSJ.com reported.
 
RIM will likely aim to retain the services of Cellmania co-founder and CEO Ronjon Nag, an expert in mobile interface technology and a former Motorola vice president, Business Insider suggested.
 
Cellmania has developed mFinder mobile search engine and directory, and white label content management systems. It counts Telstra, AT&T and Sprint among its customers.
 
The deal is the latest in a number of initiatives by RIM to expand by acquisition to stave off threats from Apple and Android.
 
RIM was last week revealed to be shopping for a mobile advertising network including holding talks with US-based Millennial Media, WSJ reported.
 
The vendor this month unveiled a new smartphone, the BlackBerry Torch, and the BlackBerry 6 OS which powers it.

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