Cisco slaps down $590 million for Pure Digital

 

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By Stuart Turton

Posted on 19 Mar 2009 at 15:32

Cisco has announced a deal to buy Pure Digital for $590 million.

Pure Digital sells small, simple video cameras such as the recently reviewed Flip Video Mino that allow people to easily upload footage to video-sharing sites including YouTube.

According to figures released by Cisco, the company has sold over two million of these cameras since launch, making it an attractive target as Cisco continues to push deeper into the consumer market.

"Pure Digital has revolutionised the way people capture and share video with Flip Video," says Ned Hooper, senior vice president of Cisco's Corporate Development and Consumer Groups in a statement.

"This acquisition will take Cisco's consumer business to the next level as the company develops new video capabilities and drives the next generation of entertainment and communication experiences."

The acquisition sees Cisco following through on the promise made by chief executive John Chambers to "blitz" the consumer market over the next three years.

Pure Digital shouldn't be confused with Pure, the British digital and internet radio manufacturer.