Direct carrier mobile payments provider payvia has acquired mobile messaging firm Mogreet with the goal of creating an end-to-end mobile payments, targeting and engagement platform built on a directly connected carrier platform.

The deal will enable marketers to integrate mobile payment transactions with relevant ongoing engagement via branded communications, offers and mobile relationship management. As a result of the deal, marketers will be able to connect with their customers using text, picture and video messaging while also driving an immediate transaction via mobile payments.

?We are creating the first complete mobile engagement and transaction solution for marketers, advertisers, small businesses and developers,? said Darcy Wedd, CEO of payvia, Los Angeles.

?Driving transactions and mobile commerce has been very difficult historically with shopping cart abandonment rates at over 90 percent on mobile devices,? he said. ?Our goal is to simplify how consumers purchase products on mobile devices via direct carrier billing, enabling consumers to buy digital products and services simply via text messaging.

?Furthermore, payvia?s combined solutions will enable the companies to use rich media messaging to drive mobile payments, as well as provide ongoing consumer engagement.?

Rich messaging meets payments
Payvia will integrate Mogreet?s cloud-based video and rich messaging technology into its mobile payments platform. The company is taking this step to address a client need for simpler ways to link mobile transactions to their marketing campaigns while also accelerating its ability to drive mobile commerce.

Mogreet?s clients will benefit from faster message throughput and up to two times higher mobile video quality through payvia?s directly connected carrier infrastructure.

Mogreet offers a mobile video and rich media messaging engagement platform that is used by marketers such as ABC, Bloomingdale's, Cox Media Group, Gamefly and Gymboree.

Payvia operates the largest direct carrier connected messaging and mobile payments platform in the U.S., engaging with 120 million unique mobile users and processing billions of mobile messages every year, per the company. It has paid out over $2 billion in global mobile commerce revenues to merchants and developers worldwide.

More actionable campaigns
Other benefits to marketers are expected to include international reach through payvia?s direct carrier connections in North America, Europe and Asia-Pacific.

For example, radio station operator Emmis Communications will use the platform to explore new opportunities in radio advertising by connecting audio commercials with mobile advertising and mobile payments to provide advertisers with a direct connection to purchase on the mobile device.

The full Mogreet team will join payvia.

?Companies? mobile marketing campaigns will become more actionable due to the addition of mobile payment technology that converts more paying customers and brings new revenue streams,? said James Citron, Mogreet founder and CEO who will become payvia?s chief marketing officer.

?Companies using mobile payments at checkout will be better able to target, engage and retain customers; driving loyalty and re-purchase,? he said.

?The combined expertise of payvia and Mogreet teams, along with their proven technology, will reduce the complexity and pain points of today?s mobile solutions, which until now, has meant involving multiple touch points to execute a successful mobile campaign.?

Final Take
Chantal Tode is associate editor on Mobile Marketer, New York