ICM Partners has formed a strategic partnership, which includes an undisclosed equity investment, in Official Mobile Applications, a software and mobile app creator covering the fashion, hospitality, luxury goods and celebrity sectors.
Among the companies OMA manages are:
■ Redpajama.com: A website and mobile-based social e-commerce community centered around fashion that connects shoppers, aspiring designers, models, critics, manufacturers, bloggers, fans and merchants. Venture essentially marries the offerings of Etsy with Pinterest.
■ The Mobile Attache: A software platform for luxury hotels that enables guest-to-guest interactions as well as the ability for hotels to connect with their guests, while introducing new content and service offerings.
■ VIP: a celebrity mobile app intended to bring celebs closer to their fans through games and social integration.
None of them have officially launched and are currently in beta testing mode.
Through its partnership, ICM will help grow OMA’s businesses by pairing its celebrity clients with the companies as a way to build their brands and get them into new categories like hospitality, for example. At the same time, OMA sees the ICM pair up as a way to expand into the U.S. and Europe.
Seoul, Korea-based OMA also operates an office in Philadelphia. It claims its clients include entertainment professionals, politicians and corporations in North America and Asia.
“After discussions with numerous agencies, management firms and creative studies, we found ICM Partners’ vision to be most aligned with ours in creating value for the clients first,” said Hagen Lee, CEO of OMA.
In some cases, clients will collect fees for their participation in helping grow OMA’s businesses.
“Our partnership with OMA is designed to bring new opportunities to our clients and our partners through global and mobile interactive media platforms,” said Keyvan Peymani, managing director of Digital Strategy at ICM Partners “OMA is one of the premier developers of mobile applications and hardware with an enviable international track record.”
ICM Partners’ digital group also oversees investments in startups like second-screen tech developer Screenz; fan page creator Fliptu; live events streamer StageIt; interactive content creator Rides.TV; crowdfunding venture Mobcaster and mobile venture GetMeRated.