Armonk, N.Y.—IBM Corp. has acquired The Now Factory, a Dublin-based company that enables telecommunications providers to analyze customer phone behaviors to help improve target marketing. Financial terms of the deal were not disclosed.
In addition to detecting negative customer experiences to aid customer relations, The Now Factory's software helps telecoms detect how subscribers interact with cloud-based services such as mobile applications. Also, by identifying high-volume prepaid subscribers, the technology can improve up- and cross-sell programs, IBM said in a statement.
The acquisition is part of IBM's long-term strategy to support expected growth in Big Data and analytics, an area of IBM's business that is expected to reach $20 billion in revenue by 2015, the company said.