Posts tagged: DirectSmile

EFI buys DirectSmile

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 Jul 21, 2014

In a move to further capitalize on the fast-growing cross-media marketing opportunity, EFI today announced it has acquired the Berlin (Germany)-based Variable Data and Cross Media Software provider DirectSmile. No financial details have been made available about the acquisition, but since DirectSmile is relatively small, the acquisition is not expected to have a material impact on EFI’s top line revenue.

Despite DirectSmile’s limited size, the acquisition is big from a strategic point of view. So far, with perhaps the exception of OPS, EFI’s software acquisition strategy  has primarily focused on providing productivity improvements (predominantly through MIS) and not so much on business enablement. However, in the last couple of years we have seen a rising demand for cross media marketing technology among print businesses. In InfoTrends’ latest investment survey (2014), about 75% of respondents indicated they believe that print companies need to become marketing services providers, the highest number we have seen since we’ve started tracking the question a few years ago. The reason is pretty simple: in a time when print volumes and margins are under pressure, cross media marketing provides an opportunity for print companies to turn the tide, offer services that make their customers meet their communication goals more effectively, and come back for more. Print business that are successful with cross media see an average increase of 15% in print volume.


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