IBM today announced the acquisition of Xtify Inc., a ventured-backed company based in New York City. Xtify provides mobile messaging tools via the cloud to help organizations increase mobile sales and improve brand loyalty. Xtify mobile capabilities will be delivered through IBM’s SaaS portfolio and will run on IBM’s SoftLayer cloud infrastructure.

Xtify will expand IBM’s Smart Commerce initiative helping CMOs, digital marketers, mobile application developers with mobile campaign creation, content targeting, dynamic real-time segmentation and analytics across all mobile device platforms and browsers. Xtify’s technology is designed to deliver real-time, personalized offers via in-app mobile messages and push notifications.

The acquisition of Xtify has implications across IBM’s business: 

• Xtify will expand IBM’s Smarter Commerce initiative to help digital marketers develop relevant push notifications delivered via mobile devices and browsers. Smarter Commerce is among IBM’s most profitable business units boasting more than $3.5 billion in acquisitions since 2010.

• As part of IBM’s MobileFirst strategy, Xtify will make it easier for developers building mobile applications using IBM’s WorkLight platform to deliver relevant and timely cross-channel marketing messages to customers based on open standards.