Intel invests in a mobile marketing outfit

FASHION CONCIOUS CHIPMAKER Intel has invested in mobile media marketing outfit Skyrockit.

Intel's latest investment comes hot on the heels of purchasing a stake in a Russian shoe shop, and is in the lucrative world of mobile marketing. Skyrockit has worked on campaigns for a number of large brands including Intel, Nokia, Sony and Symantec.

The deal was made by Intel's investment arm, Intel Capital, which looks to diversify the chipmaker's source of income by utilising its significant reserves of cash. Marc Yi, managing director of Intel Capital said, "In today's world of pervasive connectivity, where anytime, anywhere content on multiple platforms is in high demand, we see a need for creative development that is current unmet." That need will be filled by Skyrockit, according to Yi.

Some of the applications that Skyrockit has produced for its clients have become very successful, including the utterly useless Virtual Zippo Lighter application that has apparently been downloaded 16 million times. The application provides Apple fanbois a chance to look like their shiny toy has turned into an over priced lighter that obviously cannot light up a cigarette even if you soak it in petrol.

Pointless applications aside, Intel seems to be trying hard to put its fingers into as many pies as it can find. There's no doubt that the mobile marketing industry is growing as the number of smartphones and tablets increases and while Intel's chips might not be part of that, that doesn't mean it can't get into the software side of things. µ