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As more tech companies like IBM, Deloitte and others build up in-house marketing expertise and giants such as Facebook and Google continue to siphon off ad budgets, some mobile companies are teaming up to compete.
Today, Carlyle Group-owned telecom company Syniverse is investing $45 million into mobile marketing firm Vibes to create what the two companies call a "global mobile-first strategy." In the deal, Chicago-based Vibes will get access to Syniverse's nearly 200 sales and account resources in 150 countries to deploy international campaigns for brands like Gap, Home Depot and Chipotle.