Mergers and Acquistions News
Categories: IT Services & Consulting
December 14th 2011, 16:23PM
IBM has signed a management buyout of DemandTec, a cloud-based analystics software company, for $440 million (£280 million).
The move comes as the IT giant hopes to expand its Smarter Commerce division with cloud-based marketing analytics to help companies define the best price points based on customer buying trends.
Although loss-making, DemandTec allows businesses to examine different customer buying scenarious and spot trends. It currently has around 450 customers worldwide across a range of retail industries and is based in California, with a smaller base in London.
Explainign the reason for the purchase, Craig Hayman, General Manager of Industry Solutions at IBM, said: “Bringing science to the art of pricing and promotion is a big part of this strategy, and the combination of DemandTec and IBM will help marketing and sales executives in retail and other industries drive more revenue and increase profitability.”
IBM estimates that its Smart Commerce market will be worth $20 billion in software alone.
Last week, IBM announced it would acquire Irish-based IT company Curam Software for an undisclosed amount.
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