Mobile Interactive Group buys mobile marketing and CRM software startup Piri

Mobile Interactive Group (MIG) this morning announced that it has acquired mobile marketing and CRM software provider Piri Limited for an undisclosed sum.

MIG says it purchased Manchester-based Piri, which was launched in 2006, because of its technology assets, which include integrated cross platform CRM and a self serve web interface mobile marketing platform.

The Piri platforms will be incorporated into MIG’s existing technology offering, which includes the interactive messaging suite MIDAS, SMS/MMS Gateway, mobile web and app publishing platform Kilrush and Mpression and a premium mobile ad serving platform.

Current Piri customers include businesses like Netplay, Future Publishing, Paddy Power and Camelot. MIG clients currently include ITV, O2, Vodafone, Orange, Shazam, Bauer, Guardian and more.

The deal is 100% acquisition and is performance related.