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Posted by Jennifer Wise on October 4, 2013
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:
In the long term:
So what should marketers do about this? Continue as planned for now, hone your mobile expertise with best-in-class partners, and hope for a future with a simplified partner landscape and elevated value of mobile in the marketing mix.