Mediasurface announced there was an acquisition in the works, we just didn’t know who the acquirer would be. But word came on Friday that it is fellow UK-based Alterian, a provider of email, database and operational marketing tools.
So it’s another step in the direction of WCM becoming a key component of online marketing. Though, as Tony Byrne rightly points out, not all WCM deployments are for marketing purposes. And I would say Mediasurface in particular has not been as focused on marketing as some competitors.
It will be interesting to watch as this one shakes out. Alterian is a more profitable company than Mediasurface, particularly as Mediasurface has struggled with losses of late. It also has a stronger presence in North American, something Mediasurface has failed to attain.
Alterian doesn’t have a direct sales force though and is sold almost entirely via its channel partners. These partners could help bring Mediasurface to more geos, but at the high-end where the flagship Morello product from Mediasurface plays, WCM sales can be long and not typically entirely channel based. Mediasurface also has not one but three WCM products in its portfolio and Alterian will have to determine where best to focus its efforts if it’s looking at an ‘integrated suite.’