Israel Digital News

Mobile multimedia and advertising solutions provider Mobixell Networks has received a total of $6 million in funding from existing investors Apax, Intel Capital and smac partners.

The funds will help Mobixell address the many opportunities emerging in the mobile messaging, TV, and advertising market, and will enhance customer support and professional services to support large-scale projects with operators, as well as further sales and marketing activities.

“Multimedia and advertising in the mobile market are evolving and hold significant potential for innovation and growth,” said Arun Chetty, director, Intel Capital. “We see a unique opportunity for Mobixell Networks to not only continue growing its core business in media adaptation, but also expand into multimedia and advertising in the mobile market.”

Total annual ad spend on the mobile will reach $1.3 billion by the end of 2008 and rising to nearly $7.6 billion by 2013, and mobile TV will grow from $3.8 billion in 2008 to $16 billion by 2011. According to Juniper Research latest estimations.

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Mobile multimedia solutions provider Mobixell has acquired media adaptation software supplier Adamind for $5.5 million in cash. The combined company has a customer installed base of over 150 mobile operator and content provider deployments worldwide, and strategic relationships with most of the top MMSC and Mobile Multimedia Value Add Service (VAS) vendors in the marketplace.

“By combining the Adamind and Mobixell product portfolios, the company is now well positioned in the marketplace as an expert in the area of multimedia over mobile, and can offer existing and new customers a wider best-of-breed set of technologies," said Amir Aharoni, Mobixell CEO.

Adamind’s assets to be sold to Mobixell include intellectual property, software, and contracts with customers and suppliers. In addition, the majority of the Adamind's employees will become employees of Mobixell. Under the terms of the transaction, Adamind will receive $5.5 million in cash, less $550,000 that will be deposited in escrow to cover damages that may be incurred by Mobixell during the 12 months after the deal completes.

The company intends to lead the mobile lifestyle revolution by continuing to develop and deliver innovative Mobile Multimedia solutions to enable P2P content sharing, User Generated Content Communities, and mobile advertising. Service and content providers around the world will thus be enabled to generate new revenue streams, maximize the mobile multimedia business, and enjoy higher ARPU which derives from these services.

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Turkey's leading mobile operator Turkcell deployed the mobile multimedia delivery system of Mobixell Networks. The system called RMSC will power the operator’s multimedia content services and provide a centralized solution for its Service Delivery Platforms (SDP).

"By deploying a centralized Rich Media Service Center, we can offer our customers the latest high-quality multimedia content and fast time to market multimedia services,” said Cenk Bayrakdar, Chief Service and Product Development Officer at Turkcell. “We chose Mobixell because we wanted a single, proven solution that could support our service delivery platform, and meet all of our adaptation, optimization needs. Since multimedia services and systems are constantly expanding, we expect to see a rapid return on our investment in a centralized solution.”

Mobixell Networks provides advanced mobile multimedia Value Added Solutions (VAS) solutions for mobile network operators. The company’s flagship product, Rich Media Service Center (RMSC), provides centrally managed adaptation, transcoding, and optimization. Turkcell, that serve over 31 million subscribers, has deployed the RMSC with the following delivery systems: MMSC, Content Management System (CMS), and a Multimedia Push application developed by Turkcell.

“The mobile industry understands that with the constant introduction of new applications and handsets, the only way to ensure seamless multimedia delivery is through a central adaptation and optimization system,” said Amir Aharoni, CEO and President of Mobixell Networks. “We view Turkcell as a long-term partner and are committed to their success.”

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