Mobile marketing platform Urban Airship, which powers mobile app engagement, push notifications, and other mobile strategies for some of the world’s biggest brands, is acquiring mobile CRM firm Accengage, the companies announced on Wednesday morning. The acquisition makes Urban Airship the largest mobile customer engagement vendor in the world, the company said.
Urban Airship, which serves Fortune 25 brands such as Adidas, BBC, and Vodafone, indicated that it would use the combined resources now at its disposal to expand the technical capabilities of its solutions. It will also take advantage of Accengage’s native expertise in the European market, particularly at a time when increased regulation on both sides of the Atlantic is underscoring the importance of strong policy and PR teams.
While Urban Airship is already GDPR-compliant, this deal will see it “gain an EU data center for customers that require their data is stored only in the EU,” the company’s SVP of product and engineering, Mike Herrick, told Street Fight.
As for the ability to cater to regional audiences with local tastes and challenges, Urban Airship had previously dominated the UK market while Accengage held court in France and much of Continental Europe, Herrick said. Now, Urban Airship can break into the European market while leveraging the smarts of a long-time player in the region.
“Many companies prefer partners that handle customer support and implementation in their native language and with industry experts that understand their local and regional requirements,” Herrick said. “Together, Urban Airship and Accengage will leverage their long-standing and complementary expertise in high-growth verticals like retail, travel, media, and financial services, and have more people and resources available to assist customers throughout Europe—including more EU staff than all of its competitors combined.”
Joe Zappa is Street Fight’s managing editor.