Upstream Systems, a London mobile marketing company used by BSkyB (NYSE: BSY), Coke and others, has raised an €11 million ($15.3 million) VC round, led by the city’s TLcom and Greece’s Alpha Ventures. The outfit was founded in 2002 and now has business with over 100 broadcasters, plus brands and mobile networks themselves. If you like, then, it’s one of the bigger players in the mobile interactivity vendor space. Upstream manages SMS short codes and text-based interactivity for Sky and has run SMS-based competitions for Chevrolet.