i2 acquires Cellempower

Mobile phone distributor i2 has acquired Dubai-based mobile value-added services and mobile marketing provider Cellempower.

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By  Michael Thorne Published  September 20, 2006

Mobile phone distributor i2 has acquired Dubai-based mobile value-added services and mobile marketing provider Cellempower. i2’s relationship with Cellempower began as a founding stakeholder with 12.5% ownership. Cellempower is able to offer numerous value added services through its direct connectivity with over 10 operators in the region. “This acquisition will allow us to better serve our customers and our partners through the consolidation of our leadership in regional markets,” said i2’s president and CEO, Abdul Hameed Al Sunaid. “Together we will have stronger bundling programs, content, applications and several new offerings that will benefit the end user by leveraging i2’s strong distribution and retail network.” i2 claimed current market trends show that consumers’ purchasing decisions are being driven increasingly by value added service options and cited industry research, which projects an increase in value in the Middle East market for value added services from US$350 million in 2005 to US$1.7 billion by 2010. Ben Dhia, president and CEO of Cellempower, said the deal “would reinforce the position of Cellempower in its core activities by adding the effective reach of customers through the mobile devices [distributed] i2. “Cellempower / i2 is the optimal fit and we are extremely happy to assist our group in addressing the ever growing market challenges and competition,” he said. According to industry forecasts cited by Cellempower, data services will contribute 30% of total telecom operators’ revenue in the next three to five years. SMS services are the most popular of these and currently constitute a 50-60% share of non-voice revenues. “Our mission is to increase i2’s value for our customers, partners and stakeholders,” said Sunaid. “As a result we have big plans ahead of us which include new acquisitions, new market penetration and retail expansion.”

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