IBM acquires Xtify, mobile offers and messaging

Summary:IBM said it will roll Xtify into its smart commerce umbrella aimed at chief marketing officers and their mobile campaigns.

IBM on Thursday said it acquired Xtify, a startup that provides mobile messaging tools.

Terms of the deal weren't disclosed.

xtify

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.

Topics: CXO, IBM, Mobility

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Larry Dignan is Editor in Chief of ZDNet and SmartPlanet as well as Editorial Director of ZDNet's sister site TechRepublic. He was most recently Executive Editor of News and Blogs at ZDNet. Prior to that he was executive news editor at eWeek and news editor at Baseline. He also served as the East Coast news editor and finance editor at CN... Full Bio

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