Big Blue hopes the buy will help it further push its capabilities in mobile towards digital advertising, as well as helping shape its public sector offerings, through cloud services.
Xtify, IBM promises, will provide campaign creation, personalised content, and real time analytics for mobile devices and browsers. It was built to retain mobile app users and site visitors. Campaign management also tells users when new promos or content are available.
IBM veep for digital marketing, Kevin Bishop, pointed out there’s profit to be had in selling technology to companies trying to figure out mobile. “The acquisition of Xtify provides new ways for our clients to foster a direct, one-to-one communication channel with their customers,” Bishop said.
Big Blue wheeled out some figures of its own to highlight just how important mobile strategy can be, claiming 73 percent of those surveyed in an IBM Business Value study “experienced measurable results” from mobile initiatives. It cites companies like Disney Stores and 20th Century Fox as among those using Xtify push notifications on mobile to boost sales.