Teradata scooped up an Israeli mobile marketing automation provider in an acquisition officials said gives Teradata's marketing cloud applications direct, two-way contact with the mobile devices.

Teradata's acquisition of Appoxee closed last month but was announced publicly today. Appoxee's brand will be retired, and its solutions integrated into the Teradata Integrated Marketing Cloud beginning immediately. It will also be integrated with the Teradata Digital Marketing Center.

"Appoxee adds several additional mobile capabilities to Teradata’s portfolio," Michael Lummus, director of strategy for digital markets, told CMSWire. "These include mobile push notifications, in-app messaging, data collection, analytics and optimization. This acquisition gives Teradata’s applications direct, two-way contact with the mobile devices that connect billions of global consumers with brands."

More Mobile the Merrier

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It's not as if Teradata was empty in the mobile department. Lummus said Teradata's capabilities already included mobile-optimized email, mobile landing pages and real-time content decisioning for mobile devices.

Appoxee builds on those offerings by broadening, he said, the set of options marketers have for understanding and communicating with mobile consumers.

Those are capabilities we've heard about before, so what makes this unique in the digital marketing space?

"The combination of integration, ease of use and scalability is unique in the space," Lummus told CMSWire. "This acquisition extends the multi-channel reach of Teradata’s integrated platform. With the addition of Appoxee, Teradata’s clients will have a tightly integrated solution for communicating with customers across email, web, SMS, mobile push, in-app communications, and social media, in addition to non-digital channels. It builds on Teradata’s commitment to empower marketers to better engage their customers leveraging individualized insights."

Teradata is not disclosing the number of Appoxee employees (Dayton, Ohio-based Teradata has more than 10,000), but Lummus added Appoxee’s employees will be joining Teradata. 

Putting the Pieces Together

And how about integration?

"We’re moving quickly to integrate Appoxee’s technology seamlessly into Teradata Digital Marketing Center," he added. "Additional integrations across Teradata’s marketing applications are also anticipated. We are not providing dates at this time, but integration is a top priority and work is underway."

The news comes a few months after Teradata enhanced its marketing cloud with capabilities officials said marry digital and non-digital interactions in one platform.