IBM's Acquisition Of Xtify Continues The Mobile Marketing Consolidation Streak

IBM is diving head first into mobile — yesterday it announced the acquisition of a leading mobile messaging vendor Xtifiy, and it even released its IBM Institute for Business Value study showcasing the value of mobile the same day.

This acquisition adds to IBM’s Smarter Commerce offering and makes its MobileFirst portfolio more robust through enhanced one-to-one communication and customer relevancy. But what does it mean for marketers?

In the short term:

  • IBM keeps moving towards a one-stop shop. We like IBM’s solutions – its MobileFirst solution was even ranked a Leader in our Forrester Wave™: Enterprise Mobility Services, Q1 2013. So, a strong partner adding a mobile messaging pure play to the mix benefits everyone in the short term: Xtify increases the scale of its offering, IBM can pitch an integrated solution, and customers get to reduce their procurement load. And combine Xtify’s messaging with IBM’s soon-to-be-launched Presence Zones and IBM has an especially attractive retail suite.
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