Mobile Platform Sees First Transcontinental Merger

This October will not only be remembered for the Indian Summer; it will also witness one of the first major merges in the mobile marketing space.

European mobile marketing firm Mindmatics, and US mobile app service provider Air2Web, have stated intentions to merge.

The companies will operate under the Air2Web name, though a rebranding may occur by the end of the year.

Mindmatics put on major mobile marketing campaigns in Europe for clients like Unilever and P&G, and has set up major TV-based voting systems for shows like Deal or No Deal in the US and Eurovision Song Contest in Europe.

Stateside, Air2Web implements service and transaction abilities for brands like The Weather Channel, P&G, AT&T, and UPS.

With the deal, the two greatly expand their services while availing both sides of the pond to frontiering opportunities.

MySpace to Debut on Mobile Platform

Fox Interactive is debuting a free mobile-friendly version of MySpace, reports The Boston Globe.

The introduction of complimentary, all-carrier access to MySpace is made possible through advertising support. Paid access was available before, but only through a handful of carriers. Paid "premium" access will still be available and will include more functionality, such as cell phone image uploading.

With the ad-supported version of MySpace mobile, users can make text-based updates to their profile pages, such as updating blogs and leaving comments.

Banner ads and sponsorships will make up the first ad efforts on the mobile version. Ad-targeting based on cellphone data and user location will be introduced later on.