NMS gets personal: Ringback-tone provider dives into mobile personalization space

NMS Communications introduced a division for its mobile personalization services. The Framingham, Mass.-based technology developer said it will target carriers with LiveWire Mobile, which will combine NMS’ Infuse Personalization Platform with its marketing services business.
NMS, which has gained significant traction in the lucrative ringback-tone space, said the re-brand is part of a corporate strategy to focus on its communications platforms and mobile applications.
“By creating the LiveWire Mobile division, we can more clearly communicate our value in the mobile services arena,” explained CEO Bob Schechter, “and thereby help our business grow more efficiently.”
The division will be directed by Joel Hughes, the former CEO of Openera Technologies Inc. NMS paid $16.4 million to acquire Openera last year.