GSO Capital Partners which acquired Velti's mobile marketing business in India, US and UK in January this year, has now officially launched a new entity mGage which will offer mobile marketing solutions in these regions. It's worth noting that mGage was previously Velti's mobile campaign management platform which was launched way back in January 2010. This platform allowed brands, agencies, publishers and carriers to manage their mobile advertising and marketing campaigns. It enabled them to plan, execute, track and optimise advertising from a single platform. Velti had earlier told Medianama that it would be focusing on mobile marketing solutions and brand presence business for large FMCG brands in India by using the company's experience from other geographies like the UK & US. It had stated plans to focus on messaging solutions (A2P messaging), Voice, USSD and Mobile Apps. Velti had also mentioned that majority of its revenues comes from BFSI, DTH and the government sector with clients like SBI, HDFC Bank, ICICI Bank, Citi Bank, Bank of Baroda, NSE, Dish TV, Tata Sky, UIDAI, NIC and DAVP among others and it would continue to focus on the enterprise segment in India. Offerings: As per mGage website, the company will offer messaging solutions like Communicate Pro which allows users to send and receive messages using SMS, push notifications, email, outbound dialing, IP messaging and social media channels. It also allows brands to build digital passes (via Apple Passbook) and microsites for coupons and offers enterprise-grade APIs which can be connected to the company's back end to manage their user lists, messages and campaigns from their own systems. Besides this,…
