IBM has continued its buying spree with the acquisition of mobile marketing firm Xtify for an undisclosed sum.
Big Blue said the deal would allow digital marketers to improve their ability to interact with customes on mobile platforms by offering in-app capabilities. This includes alerting customers to promotions, competitions and new content on their applications. The technology will sit within IBM’s Smarter Commerce suite of offerings.
Xtify already boasts notable customers including Disney Stores and 20th Century Fox. Kevin Bishop, IBM vice president for digital marketing, said Xtify's track record of meeting the needs of mobile marketing agendas made it an ideal fit within IBM’s portfolio of offerings.
“With the increase of mobile devices, organisations across all industries are anxious to develop a mobile approach to engage their customers. The acquisition of Xtify provides new ways for our clients to foster a direct, one-to-one communication channel with their customers,” he said.
Xtify CEO Josh Rochlin added that the firm believes becoming part of IBM will give it the chance to meet the needs of a far broader range of customers than ever before.
“Xtify’s mobile messaging capability combined with IBM’s analytics and cloud infrastructure will provide marketers with global reach and an arsenal of rich content to influence and inform increasingly mobile consumers,” he said.
“Mobile content and promotional offers are far more useful when delivered directly to consumers at the right time. Relevant and actionable offers are key to mobile marketing success.”
The deal is the third in as many weeks announced by IBM after it snapped up UK image collaboration firm Daeja, based in Milton Keynes, and Irish firm The Now Factory, which provides insights on mobile data usage on networks.
Dan Worth is the news editor for V3 having first joined the site as a reporter in November 2009. He specialises in a raft of areas including fixed and mobile telecoms, data protection, social media and government IT. Before joining V3 Dan covered communications technology, data handling and resilience in the emergency services sector on the BAPCO Journal.