Mergers and Acquistions News
Categories: IT Services & Consulting
August 13th 2010, 17:05PM
International Business Machines (IBM) today announced its plans to acquire Unica, a marketing management provider, for a net price of approximately $480 million (£308 million) in cash, or $21 (£13) per share, after adjustments.
IBM has moved to take over Unica, a Massachusetts-based business, in order to expand its provision of organisational systems and customer preference analysis for organisations.
Craig Hayman, general manager, IBM Industry Solutions, said the acquisition would enable the firm to capitalise on the emerging need for enterprises to advance marketing strategies in more sophisticated ways.
"IBM understands the demands on today's organizations to transform core business processes in functions such as marketing with intelligence and automation.
"Unica was a clear choice for IBM based on its power to automate a broad set of marketing capabilities and its established reputation for delivering customer success in marketing to organizations around the world," he said.
After Unica shareholder approval the acquisition is expected to complete during the fourth quarter of 2010.
According to Reuters, the move is part of a wider strategy for IBM to offer more varied services, moving away from its traditional base.
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