US-based mobile analytics service PercentMobile is to close at the end of this month, with its founders channelling their energies into a new service, Delivr.com, which will provide campaign management, analytics and other services for smartphone marketing.

Founders David Harper and Alexis Rondeau said in a blog posting that they started PercentMobile ‘to rapidly build out and test new ideas in visualizing data, and providing a better understanding of mobile audiences’ but as a result of the insights generated soon shifted their interest to new opportunities. In particular, they are now focused on ‘exploring the where and when of engagement in the physical world’ and how ‘the Smartphone is becoming the ‘mouse’ of the real world’, generating ‘a flood of data’ from the offline into the online world.

The pair say Delivr, will work from bases in New York and San Francisco to provide campaign management, analytics and other services including a QR Code and NFC Tag solution, to content owners, brands and application developers.

Ed Simnett, a veteran of Microsoft and Nokia and a graduate of both Harvard and Oxford, will serve as CEO of Delivr. His six years at Microsoft included the launch of the first version of both Live Communications Server and Communicator, and building the product strategy for Windows Live Mobile Search (now Bing Mobile).

The PercentMobile service will be shut down and all user traffic data deleted by the end of August.

Web sites: www.percentmobile.com and www.delivr.com .

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