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

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.
Show Comments

Blog Posts

3 marketing mistakes to overcome when courting prospective customers

Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.

Sabri Suby

Founder, King Kong

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Red Agency YouGov Galaxy Report, February 2019 Predictors Study. https://redagency.com.au/re...

Vanessa Skye Mitchell

DNA-based marketing: The next big thing?

Read more

RIP holden

Max Polding

Marketing professor: For Holden, brand nostalgia ain’t what it used to be

Read more

Where does the claim that 2 million Australians have tested come from ? Anecdotal information suggests that this is way off the mark.

David Andersen

DNA-based marketing: The next big thing?

Read more

Thank you for the info , being part of a digital marketing agency in kerala , this proved handy and get to know with upcoming trends. htt...

Dotz Web Technologies

Predictions: 9 digital marketing trends for 2019

Read more

So who then is correct? The Research or The skilled Digital people.

Anene

Report reveals Australia faces digital skills shortage

Read more

Latest Podcast

More podcasts

Sign in