Menu
IBM purchases Xtify to target new marketing channels

IBM purchases Xtify to target new marketing channels

Xtify will allow IBM customers to stay on top of new mobile and Web marketing channels

Continuing to build its portfolio of software for supporting electronic commerce operations, IBM has acquired Xtify, a provider of push notification-based marketing services for mobile platforms. Terms of the deal were not disclosed.

IBM will fold Xtify's software into the company's Smarter Commerce line of digital marketing software and services. IBM is hoping to serve the growing market in mobile payment transactions. Gartner estimates that US$235.4 billion in mobile payments will be transacted in 2013, up 44 percent from 2012.

Xtify, founded in 2009 and based in New York, has a range of large consumer-focused clients, including beauty product vendor Sephora, Disney Stores, and the Tribune Group and 20th Century Fox media conglomerates.

Xtify offers a hosted platform to track those who visit e-commerce websites or use mobile applications from their mobile phones. It can alert possible customers when new content appears on the site, or send them personalized messages to let them know of possibly interesting promotions. The service can follow a user across different devices, be it a desktop computer or smartphone.

By using Xtify's push notification services, retailers could build a more intimate relationship with their current and potential customers, boosting sales and site visits.

IBM will run Xtify's service on its recently acquired data centers from SoftLayer, extending the reach and scalability of the service.

Matthew Casey, a software analyst for the IT analysis firm Technology Business Research (TBR), noted that, with the Xtify purchase, chief marketing officers (CMOs) should watch IBM to see what it will offer them in the future.

"Traditional marketing channels become ineffective as customer touch-points with organizations change from in-person and direct interactions to mobile and online engagements," Casey wrote in an email statement. "For IBM, Xtify's cloud-based mobile marketing platform provides a centralized tool for multi-channel marketing across native web-based notifications and push SMS messaging, with industry-specific packaging for the travel and hospitality, financial, government and retail spaces."

Joab Jackson covers enterprise software and general technology breaking news for The IDG News Service. Follow Joab on Twitter at @Joab_Jackson. Joab's e-mail address is Joab_Jackson@idg.com


Follow Us

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.

Tags Mergers and acquisitionsbusiness issuesIBM

Featured

Slideshows

Meet the leading female front runners of the Kiwi channel

Meet the leading female front runners of the Kiwi channel

Reseller News honoured the leading female front runners of the New Zealand channel at the 2018 Women in ICT Awards (WIICTA) in Auckland. The awards honoured standout individuals across seven categories, spanning Entrepreneur; Innovation; Rising Star; Shining Star; Community; Technical and Achievement.

Meet the leading female front runners of the Kiwi channel
Meet the top performing customer-centric Microsoft channel partners

Meet the top performing customer-centric Microsoft channel partners

Microsoft honoured leading partners across the channel following a year of customer innovation and market growth in New Zealand. The 2018 Microsoft Partner Awards recognised excellence within the context of the end-user, spanning a host of emerging and established providers.

Meet the top performing customer-centric Microsoft channel partners
Reseller News launches new-look Awards at 2018 Judges’ Lunch

Reseller News launches new-look Awards at 2018 Judges’ Lunch

Introducing the Reseller News Innovation Awards, launched to the channel at the 2018 Judges’ Lunch in Auckland. With more than 70 judges now part of the voting panel, the new-look awards will reflect the changing dynamics of the channel, recognising excellence across customer value and innovation - spanning start-ups, partners, distributors and vendors.

Reseller News launches new-look Awards at 2018 Judges’ Lunch
Show Comments