Airship acquires ReplyBuy

Airship, formerly known as Urban Airship, has announced it has acquired US-based ReplyBuy, a provider of integrated payment services.

The acquisition will allow companies of all sizes with a single platform to create, manage and optimise cross-channel customer interactions and generate revenue more quickly.

Following the transaction, Airship plans to extend the target’s technology to provide commerce and payment services across more marketing channels, messaging platforms and industry verticals.

No financial terms were disclosed.

Launched in 2010, ReplyBuy’s platform allows customers to instantly message and purchase from brands over short message service (SMS).

The group’s SMS operations enable businesses to reach more consumers, carry out transactions and increase sales.

ReplyBuy’s clients include more than 100 brands across the health and wellness, higher education and staffing and recruiting segments, among others.

Airship will continue to sell, enhance and support the target’s services and introduce new commerce and conversational capabilities to its Airship customer engagement platform.

Brett Caine, chief executive of the buyer, said: “With ReplyBuy, we will provide an additional way for customers to increase their revenue and deepen customer relationships with one-to-one conversations.”

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His counterpart at the target, Brandon O’Halloran, noted: “Joining Airship offers ReplyBuy the opportunity to serve the global market with a more comprehensive solution across more industries, and provide more valuable mobile customer experiences.”

Upon closing, O’Halloran will become the buyer’s chief technology officer and the general manager of its commerce division, while the target’s co-founder, Anthony Saia, will lead Airship’s commerce engineering team.

Zephyr, the M&A database published by Bureau van Dijk, shows there have been 3,189 deals targeting software publishers announced globally in 2020 to date.

Microsoft agreed to acquire US-based ZeniMax Media for USD 7.50 billion in the most valuable of these. The transaction was among the 20 largest deals on record for this sector.

© Zephus Ltd

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