Alterian to Acquire Leading Web Content Management Software Company Mediasurface
16 May 2008 - 4:30PM
Business Wire
Alterian (LSE:ALN), the leading international integrated marketing
platform provider, today announced its intention to acquire leading
web content software company, Mediasurface (LSE:MSR). The addition
of Mediasurface will expand the online execution capabilities of
Alterian�s integrated marketing platform to encompass websites,
corporate intranets, extranets and social media channels all driven
by Alterian�s market leading analytics capability. �Online
marketing is growing rapidly and has become core to the overall
marketing activity of an organisation. Through the acquisition of
Mediasurface, Alterian will create an integrated marketing platform
that combines online and offline customer analytics with content
and multi-channel execution to help marketers optimise customer
experiences across the web in real-time,� said Alterian CEO David
Eldridge. Eldridge continued, �This sets us apart from both the
traditional marketing suites as well as emerging online players. We
are already experiencing strong demand for our current products
with revenue growth of circa 40% at constant currencies and profits
doubling in the year ending 31st March 2008. We believe that
Mediasurface products will provide even stronger growth
opportunities for Alterian in the future both in new customer
segments and new geographies. There is also a significant growth
opportunity in North America � a market in which we have already
proven our ability to execute with over half our revenues now
coming from the US.� The combination of Alterian and Mediasurface
will empower approximately 1,000 marketing departments and a
network of 100 channel partners across 26 countries while more than
doubling Alterian�s number of employees to approximately 300
worldwide. The transaction is subject to customary closing
conditions and is expected to close late June 2008. �Mediasurface
is a growing company with great products and great customers,� said
Lawrence Flynn, CEO of Mediasurface. �We are very proud of the
business we have built and appreciate that Alterian sees the value
of what we are creating here. Alterian is an industry leader with a
great vision and we are very excited to become part of their march
to change the face of marketing.� Alterian�s integrated marketing
services platform has significantly evolved over the past 24 months
through a mixture of organic development and acquisition. Having
established itself as the database marketing software partner for
industry giants such Accenture, Acxiom, Carlson Marketing,
Experian, Epsilon, InfoUSA, Merkle, Ogilvy One and Euro RSCG
Worldwide, Alterian built a powerful analytically led integrated
marketing platform that delivers email, database, and operational
marketing and reporting. It is also the only company to be included
in Forrester Research�s The Forrester Wave�: Enterprise Marketing
Platform; Q1 2008, Gartner�s Magic Quadrant for Enterprise
Marketing Management, 2Q07 and Jupiter Research�s E-mail Marketing
Buyers Guide, 2008. Most recently Alterian was included in
Forrester Research�s The CRM 2.0 Imperative. �All media are
striving to become more personalised in the quest to improve
customer experience and announcements made in the past two weeks by
Google and MySpace reinforce this. This trend creates more complex
content needs based on the individual consumer. As we have seen in
other online channels such as email, it becomes critical for the
content to become an integral part of the overall customer
analytics and execution layer in order to meet these needs,� said
Jason McNamara, CMO, Alterian. �Analytics is the new measure of how
well marketers understand their customers, but people react to
content. And reaction and interaction with content creates new
analytics. Unlike offline, these interactions are often inbound and
real-time in nature, thus impossible to manage with manual
processes. Web 2.0 and social media is consumer generated content
that must be optimised in a platform.� �With the acquisition of
Mediasurface, we believe Alterian is in the best position to help
companies profit from how consumers interact and buy from
organisations today. We look forward to working with customers and
channel partners from both companies to deliver this exciting new
capability,� concluded Eldridge. About Alterian Alterian (LSE:ALN)
helps marketers improve results through its enterprise marketing
software platform and global partner community of over 70 leading
marketing services providers, agencies and systems integrators. By
combining database, digital, and operational marketing applications
on a shared data infrastructure, the Alterian Marketing Services
Platform makes it practical and cost effective for marketers to
gain actionable insight and use this to execute an integrated
marketing strategy across online and offline channels. With over 70
global partners such as Accenture, Acxiom, Allant Group, Carlson
Marketing, Experian, Epsilon, InfoUSA, Merkle, Ogilvy One and Euro
RSCG Worldwide, who deliver Alterian software alongside their own
value-added services, to market leaders like Princess Cruises,
General Motors, Zurich, HSBC, Limited Too, Dell, Amnesty
International and Vodafone. For more information about Alterian,
our Partner Network or the Alterian Marketing Services Platform
please visit, www.alterian.com About Mediasurface Mediasurface is
an international provider of web content management solutions
allowing businesses to easily manage their internet, intranet and
extranet websites. Mediasurface solutions power sophisticated,
content-driven websites ranging from Global 1000 companies to
thousands of sites for medium and smaller businesses. Familiar,
easy-to-use interfaces deliver unrivalled content management and
enterprise search capabilities. Morello is an enterprise solution
that has changed the face of content management and is used to
power sophisticated intranets, extranets, websites and other
digital channels for Global 1000 companies. Immediacy is an
intuitive website and intranet management solution for the
connected enterprise that makes it easy for anyone to create and
maintain high quality websites. Pepperio is a one-stop-shop package
for SMEs exclusively offered by Mediasurface�s network of
accredited Pepperio partners, allowing smaller businesses to easily
run professionally designed websites for a low fixed monthly fee.
Mediasurface operates through wholly owned subsidiaries and
partners across Europe, USA and Asia Pacific. www.mediasurface.com
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