Citing rapid growth and the need to expand into international markets, ad network mKhoj has rebranded itself as InMobi. Traditionally focused on Asian and African markets, InMobi recently started operations in the UK with other European countries to follow.

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mKhoj was originally founded as a mobile search company (“khoj” means search in Hindi), but long ago gave up that service in favor of becoming an international mobile ad network. The company focuses on a “local” approach to advertising, with the ability to handle regional language differences (see MobiAD article “mKhoj Launches Multi-Language Ad Service“)

mKhoj’s traditional strengths have been mobile web-centric advertising in the Asian and African markets (see MobiAD articles “Special Focus: Mobile Market In India” and “Country Update: Rapid Growth In South Africa”).

According to Naveen Tewari, Co-Founder and CEO, “So far, our focus has been on the Asian and African mobile markets. Now that we have achieved scale there, we feel it is the right time to make the leap to the global stage, especially given the requests from our partners for strong advertising and monetization opportunities in Europe.” InMobi began activities in the UK last quarter, and it also now live in France, Italy, Germany, and Spain.

In a separate announcement, InMobi and mobile social network peperonity.com reported strong results from their ongoing advertising partnership. According to the announcement, InMobi monetizes peperonity’s mobile traffic in its top 10 markets including Indonesia, India, South Africa and Bangladesh. peperonity’s diverse user base of more than 10 million users is a tremendous mobile advertising opportunity – especially when combined with InMobi’s existing mobile ad network of over 700 publishers.

12.08.2009    Tags: ad-network, africa, asia