On May 3, Microsoft announced that it will purchase French mobile advertising vendor ScreenTonic. ScreenTonic, a privately held company that was established in 2001, has focused on selling its mobile ad server and campaign management software to European service providers. It also provides publishers/brands software to create mobile WAP pages for unique campaigns. All companies including internet portals, service providers, content companies/brands and technology companies are trying to hitch a ride on the mobile advertising bandwagon, because of its promise to offer new and potentially sizable revenue streams. Opportunities like this—to dominate a nascent and potentially lucrative market—do not come along that often. Microsoft did not disclose financial details of the transaction.