Microsoft adds a piece of Affle

• Microsoft invests in Affle
• Becomes minority stakeholder
• Aims to create new mobile ad inventory
  

Singapore - In a bid to boost advertising for its new windows Live product Microsoft has become a minority stakeholder in Singapore-based mobile marketing agency Affle Holdings.

The alliance will see Affle's SMS2.0 service boost usage of many of Windows Live services and MSN content on mobile, and also create a large volume of new mobile advertising inventory.

Affle CEO Anuj Khanna said the relationship will help Affle scale the business globally at a rapid pace. Affle has a presence in Singapore, India Thailand, Malaysia and the UK, and is looking expand to other top mobile markets soon.

"Microsoft is delighted to be working with Affle on this innovative and unique offering, especially with the immense growth potential for mobile advertising. SMS2.0 is a great channel for us to help further spur the adoption of Windows Live and MSN services amongst consumers in Asia." Sanjay Chheda, regional vice president of Microsoft's consumer & online business for greater APAC, said.

Microsoft Advertising's greater APAC CEO Richard Dunmall recently spoke to Marketing regarding its plans for Windows Live and how advertisers are responding to it. You can view the full video here.