Teradata Acquires Israeli Mobile Marketing Firm Appoxee

by CXOtoday News Desk    Jan 16, 2015

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Big data company Teradata has been focusing a lot on mobile in recent months. In a step to strengthen the mobile capabilities of its Integrated Marketing Cloud, Teradata acquired Appoxee, an Israel-based mobile marketing firm.

According to The Wall Street Journal, Teradata purchased Appoxee for roughly $20 million, but neither company has confirmed financial terms.

The deal complements Teradata’s strategy to offer marketing solutions that help data-driven businesses deliver more individualized information and communications to their customers. The company said in a statement.

The deal marks Teradata’s fifth acquisition in the last six months, the last one being in December when the data company announced that it has acquired RainStor, makers of a data archiving application that sits on top of Hadoop.

With the recent acquisition of Appoxee, 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.

Needless to say, mobile has become a critical tool for marketers to reach consumers on the go. According to comScore, mobile platforms – smartphones and tablets – combined account for 60% of total digital media time spent, up from 50% a year ago.  By adding yet more mobile capability through the acquisition of Appoxee, all Teradata Marketing Applications solutions will have direct connection into the mobile apps that connect billions of individual consumers to the brands they trust.    


“By adding Appoxee’s leading mobile marketing solutions, we’re further helping our customers use data to know more about their customers’ true preferences, and do more to realize the benefits of individualized data-driven marketing,” said Darryl McDonald, president, Teradata Marketing Applications.  “This investment underscores our commitment to continuously expand our capabilities in individualized digital marketing to benefit Teradata Marketing Applications customers throughout the world.”


“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.


Appoxee’s location, Israel, was a key factor that made the company appealing, according to a TechCrunch report. Major companies including Google, Facebook, Microsoft, and Cisco have acquired Israeli start-ups in recent years in order to leverage the current technology boom in the country.