Gartner Research

Smarter Commerce Goes Mobile as IBM Acquires Xtify

Published: 31 January 2014

ID: G00258730

Analyst(s): Gene Alvarez, Penny Gillespie

Summary

The IBM acquisition of the mobile messaging and engagement tool vendor Xtify brings in-app and mobile Web customer messaging to IBM Smarter Commerce and enriches the MobileFirst strategy, expanding IBM mobile capabilities for developers and enterprises.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • IBM fills a gap in its marketing automation capabilities for its enterprise customers with the acquisition of Xtify, thus adding the ability to push meaningful content to external constituencies
  • With this acquisition, SMB and midmarket enterprise clients can expect to see Xtify deployed in IBM's SoftLayer environment during 2014
  • Xtify customers are likely to find more functionality and higher costs as the Xtify footprint increases with the IBM global market rollout of Xtify

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