Velti Maneuvers into China's Mobile Marketing
Chinese mobile advertising startup CASEE has closed an investment from London-based mobile marketing company Velti plc. The investment was worth up to $6 million, according to the
announcement from Velti. CASEE operates an on line mobile advertising marketplace at CASEE.cn Riding on the success of AdMob neutral off-deck posture, some have characterized CASEE as the AdMob of China. Here's the value proposition: Wireless application protocol (WAP) site operators go to CASEE and sign up to run ads on their sites, while advertisers can bid for ad space through CASEE. So within the vernacular they provide inventory to those interested in mobile marketing campaigns.
This caught my interest for all the obvious reasons--a Chinese company again leading a mobile initiative and gaining western attention, a mobile marketing play, international M&A--but mostly since I know Velti, the company which invested in CASEE.
Velti is run by CEO Alex Moukas who I had the chance to interview at CTIA in April. Velti is the leading mobile marketing company with over US$60 million in revenues--not the start up AdMob; a listing on the London AIM exchange makes it a far more robust public company. How many other mobile marketing companies are public? None other that I know of. The company's been around for 8 years, starting out in the mobile messaging space and migrated up as the market has evolved. Mobile advertising is one of the most effective ways of driving fuller branding efforts especially within emerging markets such as China, where most access the Internet via a mobile WAP page. Good play for Velti.
Listen to my interview here with Velti CEO Alex Moukas: (x1, 10:30)
Mutual Utility
Velti's investment is a good play for them to enter into the fastest growing Chinese mobile market. CASEE is serving over 500 million ads a month on over 3,000 WAP sites in China. The company currently has 25 employees, but expects to reach 45 by the end of 2008. The company's publishing partners include Sina, Sohu and QQ. The announcement said that Velti will be able to extend CASEE's mobile advertising technology outside of China and that the two companies will cooperate on product offerings and development. CASEE's founder and CEO is Xin Ye, former CTO of Linktone (NASDAQ: LTON).
GOOD BONES & SMEs
CASEE was founded in 2006 by a local Chinese team headquartered in Beijing. Advertising clients span MNCs such as Kodak and General Motors to local, small and medium-sized enterprises. These Chinese SMEs are the real value here since that will be the primary source of advertising growth via the mobile channel in China for the future. Using their special sauce, it matches bids for advertising space against inventory offerings through targeting to maximise the price received by over 2000 content publishers from their WAP sites from advertisers. In short, the basic mobile marketing advertising model currently employed across the globe. The real value here is the access the CASEE founders have in the Chinese market, including it's CEO, Xin Ye, who was the CTO of Sohu. The founders and board have extensive experience in the local market, having held senior executive positions at US-listed Chinese companies like Sohu, Baidu and Linktone. CASEE serves more than 500 million ads every month to mobile phones in China and receives its revenues from advertisers.
I think both companies will fare well from the linking investment. Clearly it provides both a complimentary and substantial leg up, into mutually interested markets: one to go outside of China, the other the chance to get into China. Looks like a: win-win. Watch both.
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