While much of the mainstream press is focused on the recent scandals at
HP concerning their former CEO Mark Hurd, IBM has quietly purchased
enterprise marketing software company Unica for a reported $480M. This
follows IBM’s recent acquisition of Web analytics provider Coremetrics,
signaling Big Blue’s continued interest in consolidating and
strengthening their already solid position in the Web services sphere.
IBM’s immediate plans for Unica aren’t entirely clear at this point.
But the merger will allow the venerable technology firm the ability to
offer even more focused and effective marketing campaigns and services
to a variety of clients in all spheres of commerce.
Specifically, IBM is spending $21 per share to take control of Unica
and their high-profile list of marketing clients which includes names
like Best Buy, eBay and US Cellular. IBM hopes to use leverage Unica’s
resources and existing customer relationships to provide cutting-edge
CRM applications and services. The two companies have worked together
in the past, so the IBM brass are well aware of how effective Unica’s
software solutions can be. All in all, the merger makes sense for both
parties. Unica gets more than a fair price for the sale, and IBM gets
control of innovative software tools like Unica’s NetInsight, amongst
others.
IBM already boasts the impressive WebSphere Commerce platform, which
will only be strengthened by their recent acquisitions of Unica and
similar software concerns. In addition, IBM plans on shelling out over
$20 Billion by 2015 to snatch other software providers in the Web
Services industry. One concern voiced by many industry analysts,
however, is that IBM will lose out on the business of many smaller
companies who won’t be able to afford expensive marketing software from
the likes of Unica and their ilk. Lower-level firms will no doubt opt
for cheap or even free open-source marketing solutions.
Founded in 1992, Unica has since become the most recognized name in
marketing automation software for multinational corporations who rely
heavily on the web for raising revenue and brand awareness. With
headquarters in Waltham, Massachusetts, they maintain additional branch
offices in over half a dozen countries around the globe. Possibly the
most lucrative and forward-thinking segment of Unica’s business is
their Interactive Marketing OnDemand. Unica’s services allow businesses
the ability to hone their advertising efforts to specific segments of
their consumer base to obtain the maximum return on investment for
their efforts.
When it comes to providing the full range of Web Services, from Data
Center infrastructure and management to online marketing, IBM appears
to be well positioned to increase their already substantial market
share in the coming years. Their acquisition of other companies such as
Cast Iron Systems, a well-respected data integration provider, is part
of a complete long-term strategy of dominating what many see as the
future of E-commerce. Increasingly, the field of online business will
rely on accurate feedback and data analysis, as well as well-crafted
marketing campaigns aimed as specific niche demographics. Having access
to the expertise and knowledge of innovators like Unica can only help
IBM succeed in the cutthroat arena of online marketing.
