U.K.-based Proxama, a developer of mobile contactless payments and near field communications (NFC) technologies, announced earlier this week it has acquired Hypertag, a proximity-marketing company. Under the agreement, Hypertag will become a division of Proxama but will maintain its own brand identity.
Hypertag will focus on delivering proximity-marketing campaigns while the Proxama brand will continue to develop technology services for NFC applications such as contactless payments and ticketing.
"Both companies have a track record of success in using mobile technology to revolutionize marketing campaigns and provide a greater return on investment for brands," Proxama CEO Neil Garner said in a statement. "The joining together of Proxama with Hypertag is a most natural fit and we now have an established platform to bring a sea-change to the use of mobile phones as the most valued payment and information tool in people’s hands."
