IPG Mediabrands Australia buys Mnet Mobile

"In terms of scale and complexity, the Virgin Australia mobile site is up there," said Tajer. "The site is robust enough to handle commuter traffic, bookings, flight updates... It's been put through a lot of tests and it's passed with flying colours."

 

The acquisition is one of "skill, technology and credentials", added Tajer. Via Mnet, Mediabrands will be adding applications and website development, content creation and aggregation and enterprise solutions to the group's communications services to clients. 

 

Tajer expressed a growing interest in integrating mobile as an enterprise solution, both for Mediabrands and its clients. "Across the relationship team there are a number of ideas on how we can bring mobile into our operations and make our business more efficient, as well as increase integration with our customers."

 

Following the acquisition, Mnet Mobile will retain its name and continue to operate both "independently and in an integrated fashion", explained Tajer. It will continue to be led by Mnet CEO Bob Humphreys. 

 

"We see great opportunities to grow and evolve through the group’s ownership and integration," said Humphreys. "Our capabilities complement the existing businesses within the group and their integration model ensures we will add value to existing and new clients.”