IBM taps into Weather Channel's immense mobile power
IBM has acquired the Weather Channel’s digital and mobile
properties as well as its data assets, enabling the technology company to tap
industry-leading application capabilities and weather information as it seeks a
bigger mobile role.
The Weather Channel is the fourth most used app in the
United States and IBM is looking to harness the power behind it to better serve
B2B partners from a technology standpoint. The acquisition also means access to
significant weather data and consumer behavior through its properties, which
can give marketers insight on receptive moments throughout the day.
“Data is power in mobile advertising, and this deal is all
about data, not content,” said Ken Harlan, the CEO of MobileFuse. “IBM works
with many different data providers, and when they can add in a powerful new
data set, it will make all the other data they have more actionable.
“Combining one data set with another can often lead to
significantly more value than either data set would have on its own, and the
assets from the Weather Channel will give them a massive new information set
that they can cut and combine in different ways,” he said.
No comments:
Post a Comment