Buongiorno buys Flytxt... and it goes on...

Consolidation of the mobile marketing sector seems to happen faster than people can blog: Italian mobile content distributor Buongiorno has acquired UK and US operations of Flytxt for c. $ 5.4m. With Buongiorno's platform and D2C focus and Flytxt's background (they provide a tool that allows marketing types to run their own campaigns), this is a somewhat different twist to the approach Microsoft, Google, Yahoo! and others have been taking. A D2C player should really be better positioned to bridge the gap between advertiser and consumer as they are much closer to the latter.

Here's what they say: "Mobiles allow marketers to reach individuals in new ways, which are not possible with other media and open up dramatic new opportunities for marketers to interact with consumers. Flytxt's work with Orange on its 'Orange Wednesdays' campaign is testament to how powerful the use of mobile can be as a marketing and advertising tool". By way of background: Orange Wednesdays are a BOGOF cinema service that has mobile ticketing components (i.e. you can sign up/participate via mobile), and if we get this right, the mobile component is based on Flytxt's propositions...

No numbers on usage and/or take-up though, and that is a pity... Other than that, this combination could be intriguing. Bring it on, folks!