IBM has recently announced the acquisition of Xtify, a provider of enterprise-class mobile messaging tools, including native and in-browser push notifications. Neither party has disclosed terms of the deal.
Xtify offers software development kits for the major mobile operating systems including Android, iOS, BlackBerry, Windows Phone & SMS as well as frameworks such as PhoneGap/Cordova and Titanium. The new Xtify Reactor platform allows marketers to deliver push messages to mobile & desktop web apps.
What’s most compelling in the acquisition is transfer to IBM of the geo-triggered notification patent won by Xtify. Location-based push services are becoming a critical feature of digital marketing plans, including geo-fencing regions around store locations. Shoppers traveling near addresses may receive push notifications to their device enticing them to visit for special offers. It remains to be seen what IBM will do with this patent as many push providers currently boast geo-triggered notification services.
“The acquisition of Xtify by IBM is a testament to the great accomplishment of our small, yet focused team,” says Michael Bordash, Chief Technology Officer of Xtify. “Our competitors raised significantly more capital than we were able to. We had to be smarter about our technology decisions and manage priorities by evaluating tactical vs strategic development. We built a reliable, auto-scalable, high-performing, and cost effective platform leveraged by top mobile brands such as Disney, Sephora, 20th Century Fox, and Tribune. It was our focus on Enterprise-class service and our commitment to helping build our customer’s mobile product vision that won it for us in the end.”
Over the next few months, Xtify will move its current cloud operation to SoftLayer, the infrastructure as a service provider that IBM acquired last June. Xtify will become part of the IBM Smart Commerce group and will target CMOs and the burgeoning world of multi-mobile-channel digital marketing.