Qualcomm has announced the acquisition of Xiam Technologies, an Ireland-based developer of wireless content personalisation technology.

Xiam's My Personal Offers System (MPOS) provides targeting and personalisation technology that tailors the delivery of ads and other mobile content offers to consumers.

MPOS is designed to help mobile operators make personalised recommendations to individual consumers using advanced profiling techniques.

The system uses demographic, contextual and behavioural profiling to enable one-to-one mobile advertising.

Qualcomm will continue to offer MPOS as a standalone product through Xiam as a wholly owned subsidiary.

The firm will also offer the system as part of its core technologies and products to operators and brands with subscriber intelligence and personalisation tools.

"Qualcomm's acquisition of Xiam provides us with advanced content discovery and recommendation technology that strengthens Qualcomm's services portfolio," said Andrew Gilbert, executive vice president at Qualcomm.

Qualcomm will pay approximately $32m for Xiam and estimates that the acquisition will be neutral to 2008 earnings per share.