Teradata has bought Israeli app marketing platform Appoxee as the markting software provider looks to boost of mobile assets.
Financial terms of the deal were not immediately disclosed, but some reports put the price tag somewhere in the range of $20 to $25 million.
Founded in 2010, Appoxee makes tools for app developers designed to help with user retention, utilizing methods such as push notifications and personalized messages to draw app users back in. It also offers analytics to monitor growth in app usage.
Teradata plans to use Appoxee’s portfolio to bolster its Integrated Marketing Cloud and fuel growth its overall growth in the digital marketing space.
SaaS solution broadens omni-channel offerings with reach to billions of devices worldwide
Mobile has become a critical tool for marketers to reach consumers on the go. According to comScore (an internet technology company that measures what people do as they navigate the digital world), mobile platforms – smartphones and tablets – combined account for 60% of total digital media time spent, up from 50% a year ago. By adding yet more mobile capability through the acquisition of Appoxee, all Teradata Marketing Applications solutions will have direct connection into the mobile apps that connect billions of individual consumers to the brands they trust.
“By adding Appoxee’s leading mobile marketing solutions, we’re further helping our customers use data to know more about their customers’ true preferences, and do more to realise the benefits of individualised data-driven marketing,” said Volker Wiewer, Vice President, International, Marketing Applications, Teradata. “This investment underscores our commitment to continuously expand our capabilities in individualised digital marketing to benefit Teradata Marketing Applications customers throughout the world.”
Itay Levy, founder and CEO of Appoxee, said, “Marketers have recognised the strategic importance of delivering optimised customer experiences across channels, enabled by a comprehensive view of the customer, a centralised communication hub and coordinated messaging technologies. By joining forces with Teradata, a global leader in marketing applications and big data analytics, we’re helping marketers worldwide deliver the best customer experiences possible.”
Appoxee currently serves large and small companies across the Americas, Europe, Middle East and Asia. Teradata serves more than 2,600 customers worldwide.