Terragon Group, a leading digital media company in Africa, has made an investment in Singapore-based Advertising Technology Company, BIZENSE PTE LTD, the company behind the innovative mobile ad platform and audience data monetisation solution, ADATRIX.
The investment, which recognises the ever-increasing innovation in the digital media space and follows nearly three years of collaboration between the two businesses, is designed to help clients’ businesses capitalise on the transformative opportunities provided by digital and mobile technologies.
This partnership between the complementary companies, each a recognised leader and innovator in its respective area of competence, will bring about the opportunity to leverage their unique strengths and robust product portfolios to provide unprecedented solutions to meet clients’ needs.
The investment also aligns with the development of the company’s dynamic data monetisation and advertising platform, Adrenaline, which was launched at the Mobile World Congress in Barcelona, Spain, last month.
Adrenaline is the latest of Terragon’s innovative solutions. This data and advertising technology allows advertisers to buy inventory and access to reach mobile users on organically generated channels, which sit on non-internet based platforms on mobile devices. These channels include USSD based balance enquiry, Call-Me-Back messages and End of Call Notification, among others.
“This partnership will enable us pull resources together to innovate and provide comprehensive solutions that can be delivered to our clients at an unmatched pace,” said Ayodeji Balogun, Chief Technology Officer, Terragon Group. “This is expected to strengthen our leadership on the African continent and extend our efforts in Asia.”
According to Balogun, the investment in BIZense is part of Terragon’s mission to drive digital inclusion and innovation and facilitate the scale of the Group’s business in the long term.
“With our combined experience across different regions, we are pleased to have completed this investment and look forward to further reinforce our market leadership. This makes us well-positioned to sharpen our focus on long-term, high-potential global opportunities, accelerate our transformation and deliver even more value for our clients,” said Balogun.
“We see this investment by Terragon as a move to extend our tentacles to the African market,” said Amit Khemchandani, BIZense Chief Executive Officer. “This further confirms that we have struck the right partnership with Terragon to expand in Africa.”
Both companies also recently struck a global deal with Tech Mahindra, a 3.4 billion USD company with over 95 thousand professionals across 51 countries. Tech Mahindra is a provider of information technology, networking technology solutions and business support services to the telecommunications industry. This deal puts Terragon Group and BIZense in a global class, operating on the same level with other multinational technology companies.
Terragon Group has operations in Africa, the Middle East and Asia. The BIZense investment expands the company’s frontiers and in-roads into the United Arab Emirates (UAE), with plans to establish a hub in Dubai by the third quarter of 2015.
BIZense, the company behind the Adatrix brand, currently has operations throughout Asia, including in India, Singapore, Vietnam, Japan, Thailand and Indonesia.