Adds more CRM and mobile marketing expertise to its expanding group.
Piri was launched in 2006, and has developed an integrated cross platform CRM and a self serve web interface mobile marketing platform.
MIG will incorporate Piri into its existing technology offering, which includes: the messaging suite MIDAS; a high speed SMS/MMS gateway; the mobile web and app publishing platform Kilrush; and Mpression, the mobile ad serving platform.
Strategically, MIG will expect the purchase to build its strength in vertical/enterprise markets where there is demand for self-service mobile interaction. MIG has traditionally been strong in media and entertainment spheres.
Also, Piri is based in Manchester, so the acquisition will give MIG a permanent presence in the north of England, which should help build the geographical footprint of the MIG client base.
Barry Houlihan, CEO of MIG, said, “We have worked with Piri for several years, providing mobile billing services to their clients via our m-commerce and interactive solutions business Mobile Interactive Technology.
"We intend to take full advantage of the company’s location in Manchester to grow commercial opportunities and this deal underpins MIG’s other platform capabilities as we look to build market leadership in the provision of mobile services to the corporate enterprise market.
The Piri technology is already fully integrated with all MIG platforms and immediately available to our existing customers, as well as international customers and partners.”
Current Piri customers include Netplay, Future Publishing, Paddy Power and Camelot.