IBM Buys Mobile Analytics Firm The Now Factory


IBM acquired Irish mobile analytics firm The Now Factory Tuesday for an undisclosed sum in a move to bolster its MobileFirst Analytics portfolio.

The Now Factory, which counts T-Mobile, Spain's Telefonica and Hong Kong's CLS as customers, specializes in data analytics to help wireless companies manage their networks while reducing costs and generating revenue.

"As part of IBM, we can now extend our technologies to a broader range of clients to help them uncover new, untapped growth opportunities, and achieve tangible business value from big data and analytics," said Tom Morrisroe, CEO of The Now Factory, in a statement.

[Related: IBM Unveils MobileFirst Portfolio For Enterprise Mobility Push]

IBM said the addition of The Now Factory will better help it compete in the big data and analytics business, which it said is expected to generate $20 billion in revenue in 2015. Bob Picciano, general manager, information management, for IBM's Software Group, said the acquisition will allow it to enable customers to analyze data in real time and "improve the speed, development and implementation of big data solutions."

As part of the acquisition, The Now Factory customers will have access to IBM's big data analysis tools, PureData System for Analytics and Hadoop-based IBM InfoShphere BigInsights. IBM's MobileFirst services are designed to help companies build mobile services for employees and customers along with helping with mobile network management.

The Now Factory's current services include tracking how mobile users interact with cloud services, analyzing customer usage of 3G and 4G LTE data services, and identifying what it calls "high-volume prepaid subscribers" and then creating a targeted campaign to convert them into "post-paid accounts."

One of the The Now Factory's offerings, Mobile Moments suite, "measures data throughput across multiple apps, devices, networks, services and subscriber groups, helping mobile operators plan and manage network capacity more effectively as well as quickly diagnose and resolve mobile data issues," according to the company.

IBM earlier this year acquired analytics companies Star Analytics, StoredIQ, Tealeaf and DemandTec.

PUBLISHED OCT. 1, 2013