IBM Grabs Push Notification Developer Xtify for Mobile Marketing Tech

10/3/13Follow @jpruth

Adding another tool to its already extensive belt, IBM announced Thursday that it’s acquired Xtify, a New York-based developer of mobile messaging software. Xtify’s software is used by organizations to send personalized offers and messages via mobile devices to the public with the goal of boosting sales and increasing brand loyalty. Terms of the deal were not disclosed.

Xtify’s technology is expected to help IBM expand its Smart Commerce initiative, aimed at marketing professionals and mobile app developers. Specifically, IBM said Xtify’s expertise will be used to help marketers develop push notifications for mobile devices and browsers.

Launched in 2009, Xtify’s investors include Acadia Woods Ventures. Its software is used by such companies as Thrillist, WebMD, Staples, and American Eagle Outfitters.

IBM said it picked up Xtify in response to the ways mobile devices have changed digital marketing and business transactions as growing numbers of customers keeping cell phones constantly at hand.

João-Pierre S. Ruth is the editor of Xconomy New York. He can be reached at jpruth@xconomy.com and followed on Twitter @jpruth. Follow @jpruth

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