News Byte: IBM Enhances Mobile Offering With Xtify Acquisition

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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.

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