4Info CEO Zaw Thet is all for Google?s acquisition of competing ad network AdMob, claiming the deal will not impact his company?s ability to compete in the mobile space.

In fact, Mr. Thet claims that a transaction of that size is actually quite good for the market, as it validates the space and woos potential investors.

?I am supportive of the Google/AdMob transaction because there are plenty of alternatives for monetization in the mobile advertising marketplace,? Mr. Thet wrote in his letter to the Federal Trade Commission in support of the deal, which is now facing scrutiny. 

?I have no concerns about my ability to continue to compete effectively after the transaction closes,? he said in the letter. ?I believe it will continue to be easy for me to partner with large brand advertisers who wish to advertise on mobile devices and publishers who wish to monetize their mobile content.? 
Google first signed the game-changing agreement to acquire mobile ad network AdMob for $750 million in stock in November. The move sent ripples through the industry as it cvalidated the mobile advertising space.

The strategy for Google is to enhance its existing expertise and technology in mobile advertising, while also giving advertisers and publishers more choice in this fast-growing area.

The deal will help Google in its efforts to develop more effective tools for creating, serving and analyzing emerging mobile ad formats and expand beyond its traditional focus on search advertising.

Mobile advertising is a rapidly growing and competitive space, and Google and AdMob are currently specializing in different areas.

Though Google offers many forms of mobile advertising, its focus to date has been on mobile search ads, while AdMob's focus has been mobile display ads and in-application ads.

Mr. Thet?s letter to the FTC?s Randall Long, Esq: 

Re:   Google?s acquisition of AdMob

Dear Mr. Long:

I am writing in support of Google?s acquisition of AdMob. I am the CEO of 4INFO, the largest SMS publishing platform and advertising network in the United States. We support multiple SMS advertising units, including click-to-WAP, call, video, and others. We also help advertisers create destinations for mobile users who respond to mobile advertisements, including mobile websites, mobile videos, white-labeled SMS content, and interactive SMS voting or polling. We also enable publishers of user-solicited SMS mobile content to monetize their inventory with SMS advertisements. Our mobile ad network includes top television, print and online content publishers, including NBC, Yahoo, AOL, The Weather Channel, CBS Sports, and TV Guide. We compete with AdMob, Google, and other companies active in the mobile advertising space including clients such as P&G, Ford, Land Rover, and many more.

I am supportive of the Google/AdMob transaction because there are plenty of alternatives for monetization in the mobile advertising marketplace. I have no concerns about my ability to continue to compete effectively after the transaction closes. I believe it will continue to be easy for me to partner with large brand advertisers who wish to advertise on mobile devices and publishers who wish to monetize their mobile content. 

This is such a rapidly growing and evolving industry that I have no concerns about Google and AdMob dominating this space. To the contrary, I believe that the recent interest in mobile advertising ? especially from investors ? will make it even easier for new companies to enter into mobile advertising with innovative products and services that compete effectively. I believe that the Google/AdMob transaction will also help raise awareness of mobile advertising generally and encourage more advertisers to engage in mobile advertising campaigns.

Sincerely,

Zaw Thet