Airship Buys 'Innovation Engine' Apptimize

In the US, personalized communications specialist Airship has acquired Apptimize, which helps clients test and optimize mobile apps and cross-channel user experiences. Terms of the deal were not disclosed.

Apptimize offers a cross-platform A/B and multivariate testing solution for native mobile, web, mobile web, hybrid mobile, OTT, and server technology. This solution automatically integrates with most analytics platforms, and its Visual Editor feature enables marketers and product owners to make changes to iOS and Android apps without coding or updating apps, while its programmatic testing offers configuration with dynamic variables that can be changed instantly to add variants.

According to Airship, the acquisition provides marketers and developers with a single solution to optimize the entire user experience across messaging channels and digital properties. Brett Caine (pictured), CEO and President, Airship, comments: 'By combining Apptimize mobile app and web testing with Airship's deep insight into customer engagement across channels, marketers and developers can focus innovation on the most critical areas while creating the seamless end-to-end experiences customers really want'.

Web sites: www.airship.com and www.apptimize.com .