MailUp S.p.A. (AIM: MAIL.MI), a Milan, Italy-based marketing technology company, acquired Agile Telecom S.p.A., a Carpi, Modena, Italy-based provider of worldwide messaging solutions, for a total of €6m.
Zoidberg S.r.l. and Gianluca Pronti, who held, respectively, a 97% and 3% share of the company Agile Telecom S.p.A., were the sellers in the transaction.
The acquisition is part of a strategy regarding the main mailing channels of the MailUp platform and particularly the instant messaging (SMS) channel, used not only as an advertising channel (Mobile Advertising) but also as an information and/or communication channel towards the end user by companies that leverages technology to interact with their customers (e.g. appointment reminder, booking confirmation, delivery status, monitoring of automated systems, deadline notifications, sending of warnings, password recovery, etc.).
Since 1999, Agile Telecom has operated as an independent international operator specializing in SMS services at the level of carrier (aggregator) and A2P (application-to-person), accessible directly via third-party applications and web servers using SMPP, UCP, HTTP or API protocols from any server using a proprietary web application.
Led by Nazzareno Gorni, CEO, MailUp provides a cloud marketing technology which enables SMEs and large companies to create, send and monitor newsletters, emails and text messages (SMS). The platform combines advanced automatic marketing features with SMTP relay and plugins for ecommerce, CRM and CMS systems.
Set up in 2004 in Cremona, and now based in Milan and San Francisco, CA (US), MailUp delivers more than 25 billion emails a year via more than 9.000 clients (direct and indirect clients).
In November 2015, the company acquired Ad Pepper Media Denmark A/S, the holding company of Globase International ApS, one of the main Danish players in email marketing, for €800k.
Now MailUp Nordics A/S, Globase develops solutions that enable companies to manage and improve their communications and marketing campaigns with their own customers through all channels.
The company has around 100 customers, including Mercedes-Benz, Bang & Olufsen and 3M.