ValueFirst Digital Media has acquired Samadhan Systems’ mobile video advertising push service, clk2c.com, for an undisclosed sum reports Economic Times. The deal includes the acquisition of clk2c.com’s technology platform, customers and employees working under this service. Vishwadeep Bajaj, CEO, ValueFirst was unavailable to comment on the acquisition.
clk2c.com, a mobile messaging & advertising platform
Started in 2009, clk2c.com’s website states that their platform “allows brands to send their audio-video commercials and even power point presentations to the mobile handset of the target group.”
They claim to provide the following types of campaigns: mobile viral, mobile flyer, multi-tier promotion, mobile wedding invitation, product promotion, campaigns to extend shelf life etc. Their website lists Dominoes Pizza, Bhartiya Janata Party (BJP), Gold Gym, HDFC, NIIT as clients among others.
ValueFirst’s Plans for clk2c.com
It appears that ValueFirst is looking at tapping on clk2c.com’s technology platform to further its SMS advertising agenda, and try and pitch the video push idea to ValueFirst’s existing SME client base. ValueFirst already owns a SMS advertising service, SpotOn Media. It is likely to extend its existing SMS advertising services to include video campaigns for brands and agencies. Presently, ValueFirst’s SMS ad services include SMS, Voice, USSD, e-mail and display. ValueFirst also acquired mGinger, a mobile advertising agency in last June. However, mGinger operates on the model of giving customers rewards for referrals and payouts. Apart from this, this service also provides consumers with event and discount information and free mobile games. It appears that this might be a move aimed at providing an end-to-end integrated marketing service over mobile through its different advertising service providers.
Apart from leveraging the platform to acquire new customers, ValueFirst will also continue providing services to the existing customer base of clk2c.com, the company said in its release. Their release also stated that the B2C features like mobile video greetings are likely to be integrated into FullOnSMS.com, that offers P2P communication, a service owned by ValueFirst.
ValueFirst’s Previous Acquisitions
Apart from clk2c.com and mGinger, ValueFirst also acquired Indyrocks.com, a online social networking site in June 2012. Prior to that acquisition, in May 2012, the company acquired Way2SMS and 160by2. Earlier, we had speculated about the intention behind ValueFirst’s acquisition spree. Was it registered customer database? It appeared so in the case of Way2SMS and 160by2. However, with further acquisitions made by the company, it appears to be working on a two pronged approach of both acquiring customers and consolidating its marketing platform for customers. ValueFirst also owns SMS content publishing venture SmsMeOn, and content alerts Alertrix.