Motorola and Cisco Systems have made significant investments in Amobee Media Systems, an advertising service for carriers.

Companies such as Telefonica and Vodafone have already invested in Amobee, as well as Accel Partners, Globespan and Sequoia Capital. These investors aim to help Amobee deliver mobile advertising to carriers worldwide, in markets such as Italy, Spain, and the Czech Republic.

"Right now Amobee is the market leader for mobile advertising," said Zohar Levkovitz, CEO of Amobee Media Systems, Redwood City, CA. "We deal with many companies around the world, such as Telefnoca and Vodafone, and other major operators.

"Now it's the time to deliver, so our main mission is simply to win every operator," he said. "This round of investments was not just for the money, but for the specific value of the investors as well."

Amobee Media Systems aims to use Motorola and Cisco's investmens to increase revenue for mobile carriers that wish to serve ad-enabled inventory to agencies and advertisers looking to buy, deploy and monitor campaigns across mobile channels, such as WAP browsing, video and music, SMS, MMS, applications and games.

The company also ensures targeted and relevant advertisements for mobile customers.

Amobee operates with a single, telco-grade ad serving service. The ad agency inserts relevant ads into all mobile entertainment and communication channels, including video, music, messaging, games and WAP.

Amobee has served mobile advertising campaigns for brands such as Acura, Coca Cola, Canon, Fox Searchlight, and Mercedes.

In other news, Amobee announced the hire of Gary Schofield, mobile media veteran. Mr. Schofield is acting as the president and chief operating officer.

Mr. Schofield, who was the previous president of networks at Digital Chocolate, has amassed nearly 20 years of operational management experience in both the enterprise and consumer markets, working in the carrier space, successful start-ups, and southern networks.

His specialties are prevalent in the mobile and online communications industries.

Mr. Schofield is managing all facets of the company in all three locations of the United States, Israel and Britain.

"The company is not at a point where we can get to the next level," Mr. Schofield said. "Now, it is about establishing partnerships and it's about delivering further expanding the company's global footprint, operational excellence and market position as a tier one company.

"I'm making sure we have the right structure and people and more importantly, focusing on the future, scaling down to support the companies we have on contract, and really make sure we grow to support the customers we already have," he said.