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

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Un-complicating multi-channel marketing: 5 actionable steps

There’s so much choice available that customers can pick and choose who they buy from and where, when, and how it happens. They want to discover, research, evaluate, and purchase on their preferred channel. Give them that option, and they’re more likely to choose you. That’s the whole point behind the multi-channel approach.

Aaron Agius

Co-founder and managing director, Louder Online

People in vegan houses shouldn't throw bacon

Picture this. You’re at a Gourmerican burger joint chomping a cheeseburger, when an outspoken vegan friend starts preaching that you’re killing the planet. Last week, that same vegan downed a pricey glass of pinot before their flight to a far-flung destination, armed with their strongest mossie repellant and first aid kit. Anything amiss?

Abbie Love

Strategist, Ikon Communications

The role of the CMO is evolving: Are you keeping up?

My (amazing) vacation in the Galapagos Islands earlier in the year got me thinking about Charles Darwin and his theory of evolution. What does this have to do with the role of today’s CMO, you ask? Plenty.

Sheryl Pattek

Vice-president, executive partner

It’s excellent aiming to resurrect the complete within the hearts and minds of connected customers, moreover because the terribly relevan...

CMO Interview: How Kodak’s global CMO is bringing the brand back from the brink

Read more

Great to see ActiveCampaign's growth funded with some serious money.As a platform, it's up there with the usual suspects in terms of feat...

Lawrence Ladomery

CMO's top 10 martech stories for the week - 13 October

Read more


Kerry Edwards

Open Colleges taps into social for better student interaction

Read more

Or just go to sites like www.shopsthatshiptoaustralia.c... and others and be sure that the stores will send to where you live :-)


Why online shopping is like dating – RedBalloon CEO

Read more

Personalisation is the key. Customers demand a very relatable and well defined CX where the sincerity and understanding of their disposit...

Hitesh Parekh

In pictures: Improving cutomer experiences through smart personalisation

Read more

Latest Podcast

More podcasts

Sign in