Teradata buys mobile marketing software company Appoxee

To beef up its mobile marketing portfolio, analytics systems supplier Teradata has acquired Appoxee, a Tel Aviv startup that develops in-app and push messaging software designed to increase mobile user engagement.

The deal closed in December, but was publicly disclosed Tuesday by Teradata. The Dayton, Ohio, company didn’t disclose financial terms of the deal.

Appoxee’s software provides mobile developers with the tools to create push and in-app messages. This content can help companies retain users, fend off competing apps and aid corporate marketing efforts, according to Appoxee’s website.

Push messages can, for example, remind a person to finish a purchase started on a retailer’s mobile app, encourage a user to complete a mobile game they’ve started or send alerts when an app has been updated. The messages, which appear on a mobile device’s home screen, are personalized and can include information like a person’s name or details on the last time they used an app. In-app messages allow developers to create HTML messages that are viewed when a person is using an app. Examples of in-app message include coupons and content with images and videos.

Appoxee also offers an analytics platform to track app usage and an algorithm that analyzes previous app usage and uses that information to send a message when a person is most likely to open it.

Buying Appoxee provides Teradata with more mobile marketing capabilities, Teradata said in a news release, adding that it was especially interested in the software’s ability to engage customers in real time.

Appoxee’s products will be immediately added to the Teradata Integrated Marketing Cloud, Teradata said.

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