News Byte: IBM Enhances Mobile Offering With Xtify Acquisition

Share this article:
News Byte: IBM Enhances Mobile Offering With Xtify Acquisition
News Byte: IBM Enhances Mobile Offering With Xtify Acquisition

IBM today announced that it has closed its acquisition of Xtify, a provider of mobile commerce solutions designed to enable targeted and location-based notifications and real-time measurement. Xtify's technologies will be integrated into IBM's Smarter Commerce and MobileFirst portfolios—two different but complementary solution stacks.

The Xtify acquisition enhances the mobile component of Smarter Commerce, especially important for IBM given the technology giant's own predictions around growth in mobile commerce. Xtify gives Smarter Commerce and MobileFirst clients the ability to provide consumers with in-app push notifications and alerts on mobile devices, says an IBM spokesperson. The spokesperson adds that Xtify will enhance the depth of IBM's cloud-based marketing software, which should make it more attractive to the CMOs who are increasingly the trigger-pullers behind marketing tech investments.

IBM has steadily enhanced its capabilities through key acquisitions. For instance, its Smarter Commerce consulting initiative, launched in 2011, is powered by analytics inherited through the acqusitions of Unica and Coremetrics, both in 2010.

The Xtify acquisition—the terms of which have not been publicly disclosed—comes just days after it announced the acquisition of Irish-based customer analytics provider The Now Factory.

Share this article:
close

Next Article in Mobile Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Mobile Marketing

The Tweet Beat: Samsung and Apple's Legal Grapple

The Tweet Beat: Samsung and Apple's Legal Grapple

We've been here before, haven't we? Apple and Samsung are in court for their patent infringement trial, part deux, and it's not pretty.

Mobile Payments Will Force Credit Card Marketers to Rethink Branding

Mobile Payments Will Force Credit Card Marketers to ...

Companies promising to simplify the card carrying experience threaten to eliminate one of the credit marketer's most time-honored branding tools.

News Byte: Twitter Merges Mobile Marketing With MoPub

News Byte: Twitter Merges Mobile Marketing With MoPub

The social network instantly extends its marketing reach to another billion mobile devices.