RealTime IT News

Naviant Acquires Softbank Marketing Solutions

Precision marketing company Naviant Inc. will acquire Softbank Marketing Solutions (SMS), an operating division of Softbank Holdings Inc., and a provider of private label one-to-one direct marketing and loyalty membership programs.

Financial specifics of the deal were not disclosed. Naviant is moving rapidly to bolster its marketing strengths; just last week the company announced the acquisition of the Strategic Database Group, formerly owned by Webcraft.

The SMS acquisition will enhance Naviant's ability to deliver Web-based value-added services to the registration process will further solidify Naviant's position as the largest worldwide electronic registration provider, the company said.. In addition to SMS' registration technology, the company will also bring its interactive rewards program called Instant Rewards, a Web-based server solution called Club Rewards, and its e-mail-based Smart Messaging programs to Naviant.

Under the terms of the stock for assets transaction, SMS will become a Naviant division with offices in San Francisco and Boston. SMS CEO Paul O'Brien will lead the integration of the company into the Naviant registration business. SMS registration clients include: Acer, eMachines, Fountain Technologies, Fujitsu, Hewlett-Packard, Packard Bell/NEC, and Sony.

"Softbank Marketing Solutions provides technology and consumer electronics companies with the tools to acquire customer demographics, interactively sell products and services, and to retain customers. They are a natural fit for the Naviant business model," said Charles Stryker, president and CEO of Naviant.

Naviant's precision marketing products and services cover four areas: e-Registration, e-List Services, e-Targeting, and e-CRM (Customer Relationship Management).