MKhoj, a rapidly growing global mobile advertising network, has rebranded its company name to InMobi in hopes of having a more global foundation and presence.

InMobi launched in the last quarter of this year in Britain and now with a new name, will be providing its services in Europe. InMobi currently has offices in France, Italy, Germany and Spain, available in more than 23 countries across Asia, Africa, the Middle East and Europe.

"The rebranding was led by our long term aspiration of being a global player in mobile Internet advertising," said Naveen Tewari, founder and CEO of InMobi, Bangalore, India.

"As we have scaled up in Asia and Africa and turned our focus to Europe, it was clear that we needed to simplify our service offering," he said. "?InMobi' is a reflection of the words ?in mobile' and spells out our value proposition clearly."

InMobi claims that part of the rebranding decision was based on requests from its partners for strong advertizing and monetization opportunities in Europe.

The change from mKhoj to InMobi will be effective across all operations in all 23 countries.

"The rebranding has been on the anvil for some time," Mr. Tewari said. "It was really a confluence of events that drove the timing. The launch in Europe presented a great segue to announce the rebranding."

InMobi also claims that with its entry into Europe, performance benchmarks regarding quality, transparency and customer service will elevate and improve.

InMobi hopes to set new standards in the mobile advertising industry by serving its customers to with the best quality service possible.

"We feel rebranding to InMobi will open new doors for us as an organization," Mr. Tewari said.

"We recognize that developed markets have different nuances and while we are the most preferred and experienced network in the emerging markets, the next milestone we have set for ourselves is to penetrate the European market," he said.

"InMobi is continuously working to improve our performance benchmarks, in terms of quality, transparency, innovation and customer service."

The first formal appearance to be made as InMobi will be at the DigiDay Mobile trade show, which will be held in New York, NY during the week of Sept. 14.

"As we evolve and step onto the global stage we expect InMobi will be regarded as a pioneer in many ways," Mr. Tewari said. "We are one of the few Internet-product-based companies that have broken the mold and successfully adopted the approach of scaling up in emerging markets first and then moved to the developed markets.

"Mobile is a very interesting channel in that respect," he said. "The emerging markets are proving to be a very fertile ground for the mobile medium given its pervasiveness."