IBM on Thursday said it acquired Xtify, a startup that provides mobile messaging tools.
Terms of the deal weren't disclosed.
IBM said it will roll Xtify into its smart commerce umbrella aimed at chief marketing officers and their mobile campaigns. Xtify delivers personalized offers to mobile apps and devices.
Xtify counts Stables, Disney Stores, Ritz Carlton and WebMD as customers.
While Big Blue has been shedding low margin businesses it has been doubling down on growth markets such as mobile, social and commerce as well as the analytics that go with those categories. For instance, IBM has spent more than $3.5 billion in smart commerce related acquisitions since 2010.
Xtify's mobile tools will be lumped into IBM's software as service portfolio and run on Big Blue's recent acquisition SoftLayer cloud infrastructure.