IBM Buys Another Digital Marketing Firm:

By Darryl K. Taft  |  Posted 2016-02-03 Print this article Print
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“I think there are a couple of motivations for that,” he said. “First, the company believes that the future is bright for increasingly personalized, digitally-enabled global marketing and promotional services. Given the prevalence of mobile devices worldwide and the increasing interest in emerging wearable and related technologies, I'd have to agree. But services like those being developed and deployed by IBM iX also resonate across other company solutions. IBM's Watson and other cognitive/analytics solutions will provide a foundation for new solutions and business opportunities but other company assets, such as the revitalized IBM Design organization and its Commerce business unit will also make solid contributions.”

That the three deals should be announced back-to-back was coincidental, John Armstrong, North American leader for IBM Interactive Experience, told eWEEK.

“These deals were pursued independently; these weren’t necessarily in the grand plan that we would see these all happen and be signed and announced in such close proximity,” Armstrong said. “But we’ve been on an all-out push to expand the influence and reach of IBM Interactive Experience globally. So most of that focus last year was exhibited in the opening of a number of studios globally and talenting those studios appropriately to compete and deliver great work in the geographies that they’re located in.”

Armstrong said IBM iX has seen a lot of organic growth, but the growth in demand for its services made it clear the company needed to consider non-organic means of growth.

“The deals announced in the past week should extend IBM's already deep bench of iX solutions and service professionals,” King said. “Plus, the recent Aperto purchase and the acquisition announced today will bolster IBM's position in Germany and other European markets. Three deals in a week is notable for any company but when strong organizations with compelling technologies and other assets become available, a company would be foolish to pass up the opportunity. As we've learned over the past few days, IBM is not by any means or definition, a fool.”

Armstrong noted that although the timing of the acquisition announcements was coincidental, the fact that IBM focused on Germany is not. The company has been investing in Germany. IBM recently announced that the Watson headquarters for the Internet of Things was in Germany. Moreover, Germany is one of the largest economies in Europe. But these companies also have reach outside of Germany, he said. So while the companies are German-based, IBM intends to use these acquisitions across all of Europe.

“We intend to maintain a leadership position in this space on behalf of our clients,” Armstrong said. “And in doing so, we will continue to invest organically and we will continue to look at inorganic means of growth because we are committed to having the scale and breadth of capability that our clients require to successfully navigate the important transitions they’re undertaking in this space.”


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