ChoicePass acquired by Salesforce: Staff hired, site shuttered

ChoicePass, the SMB corporate perk service, is to close to the public after it was acquired by Salesforce. Terms of the deal were not disclosed.

Corporate 'perk management' service ChoicePass, designed to "make human resources sexy again," according to chief executive Kyle Lui, has been acquired by Salesforce.

ChoicePass' website and operations will shutter at the end of June. Terms of the deal were not disclosed.

ChoicePass was set up a year ago and allows smaller companies to access corporate perks, such as entertainment and shopping discounts, even gym memberships. The startup developed looking-glass applications for Android to help employees and corporate masters keep track of rewards and incentives. An iOS application for iPhones and iPad was on the books, but never materialised.

It comes as part of Salesforce's aggressive social capability boosting through no other than acquisitions and acqui-hirings; as is often the case, it's the staff rather than the product that corporate giants find interest in.

Having said that, following a string of high-profile social enterprise acquisitions, it's a running case of hire the staff and absorb the platform.

It comes in the same week as the Salesforce--Radian6 acquisition, bought under similar terms. As ZDNet's Eileen Brown explained, Salesforce and Twitter's global alliance will enable customers using Radian6 to access public tweets in real time.

Salesforce also recently bought Buddy Media for $689 million --- a jump from its 2011 valuation of $500 million.

The global enterprise software giant continues to snap up social media companies in a bid to extend its portfolio. Why? That's where the IT spending money is going, ZDNet's Larry Dignan reminded us.

"According to [Salesforce CEO] Marc Benioff, social marketing is a 'multi-billion dollar opportunity.' Indeed, Benioff said that CMO technology spending has moved from $4.3 billion in 2011 to $6.5 billion in 2015. Salesforce plans to bring distribution to Buddy Media and grow the market."

Image credit: ChoicePass/Google Play.