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).
