“Mobile-first” technology company mporium Group plc (AIM:MPM) is looking to ride two technological waves as it builds its growth strategy. Central to its proposition is the analysis of customer behaviour and contextual information, “unlocking the intelligence” to enable retailers to present timely, attractive and personalised offers over a customer’s smartphone – an ever-increasing influence over our everyday lives.
Throughout 2016, mporium has been developing its proprietary IMPACT and INSIGHTS products, launching IMPACT in mid-2016 for distribution through media agencies to on-line retailers. IMPACT provides an overlay to the digital advertising platforms of Facebook and Google which dominate this market area. The purpose of IMPACT is access these platforms and other real-time information sources to capture “micro-moments” when offers would prove particularly appealing – a far cry from earlier on-line marketing attempts (see Just what the country needs). The INSIGHT product sets out to provide smaller retailers with access to high-end analytics functionality. The market for mporium’s propositions is growing strongly as retailers strive for ever more effective digital advertising where global spend is estimated at c.$200bn (Source: eMarketeer).
However, it is still early days for this company that morphed out of ill-starred MoPowered. 2016 saw a rise in revenue to £1.8m and a small decline in pre-tax losses (to £4.8m). At year end, mporium had cash and near-cash balances of c.£2m and has since raised £3m via a placing. Momentum appears to be growing. A commercial agreement with WPP-owned digital agency, Essence, adds to a 2016 Q4 deal with Jellyfish (another digital agency) and more talks are ongoing. In 2017 management will be working hard to sign more agency deals and then looking further out for revenue (and profit) as usage grows.