Teradata Acquires Mobile Marketing Provider Appoxee

Mobile has been a key focus area for data analytics solution provider Teradata in recent months. In a push to further enhance the mobile capabilities of its Integrated Marketing Cloud, the vendor has acquired Appoxee, a mobile push notification platform based in Israel. Appoxee's solutions will complement the features already offered through Teradata's marketing cloud, and will be incorporated into its omnichannel marketing and real-time customer interaction tools.

At its core, Appoxee's technology helps keep users engaged with the apps they've downloaded. Appoxee enables developers to build and drive push notifications that serve as reminders to complete checkout through an app, download an update, or finish another task. Ultimately, integrating Appoxee's platform with Teradata's offerings will result in more individualized experiences in real time across one of the fastest-growing marketing channels—mobile.

"Mobile is growing quickly," Michael Lummus, director of strategy for digital markets at Teradata, says. "We've seen that mobile holds a lot of potential from a marketing perspective, but it has to be executed the right way. With Appoxee's technology, we're going to strengthen what our Integrated Marketing Cloud has to offer and deliver meaningful omnichannel experiences. It's going to be an important part of where we're going with mobile," he adds.

With the acquisition finalized, Teradata Digital Marketing Center customers will be able to use the Appoxee tools through a single solution that will now provide access to not only customer communications across email, landing pages, SMS, and social media, but also mobile push notifications. Armed with a new set of capabilities from Appoxee, Teradata will now provide multichannel campaign management capabilities that leverage mobile as well as real-time decisioning and marketing analytics for mobile campaigns. Additionally, Lummus says Appoxee's technology will eventually be integrated into Teradata Customer Interaction Manager and Teradata Real-Time Interaction Manager.

"Marketers have recognized the strategic importance of delivering optimized customer experiences across channels, enabled by a comprehensive view of the customer, a centralized 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," Itay Levy, cofounder and CEO of Appoxee, said in a company statement.

TechCrunch reports that Appoxee's location, Israel, was another factor that made the company appealing. Major companies including Google, Facebook, Microsoft, and Cisco have acquired Israeli start-ups in the past to take advantage of the current tech boom in the country. "There are a number of reasons why Appoxee is a good fit for Teradata. Most importantly, Appoxee is a leader in what they do, and we're excited to have that technology become a part of the solutions we offer," Lummus says.

According to The Wall Street Journal, Teradata purchased Appoxee for roughly $20 million, but neither company has confirmed financial terms. Integrations are scheduled to begin immediately, and Lummus says that the process is expected to be "quick and seamless."

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