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IBM buys ad-focused mobile messaging firm

  • IBM (IBM -0.8%) has acquired Xtify, developer of a mobile messaging platform that lets companies send targeted promotions and other content to customers via Web/app notifications, text messages, and Facebook. Terms are undisclosed. (PR)
  • Xtify allows companies to target users based on time and place, in addition to demographic/purchasing data. That opens the door to in-store mobile promotions. Its platform is backed by analytics tools (something IBM is clearly fond of) that track user activity.
  • IBM says Xtify will strengthen both its MobileFirst software line, and its Smarter Commerce initiative. SAP, Oracle, and Salesforce have also been working on broad marketing tech platforms that allow companies to better engage with and target customers, and aim to profit from the growing IT spending power of CMOs.
  • News of the deal comes shortly after IBM announced it's buying The Now Factory, a provider of analytics tools for mobile carriers.
  • Other Smarter Commerce-themed IBM software acquisitions: DemandTec, Tealeaf
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