company which recently extended the lifespan of its HP 3000 support
is extending its reach with a $54 million offer for Blue Martini
Software. Multi-Channel Holdings, the holding company set up to
finance the recent buyout of Ecometrys founders, made an offer
of $4 a share to shareholders of Blue Martini, which makes sales
optimization systems used by 170 companies including Harley-Davidson,
Panasonic and Mitsubishi.
the Ecometry CEO who says he helped set up Multi-Channel as part of
the deal to attract investment from $2.6 billion private equity firm
Golden Gate Capital, said the new merger is destined to bring more
point of sales prowess to Ecometry sites already selling in multiple
channels. Their customers are our targets, and our customers
are their targets, Marrah said. But we both bring product
to the other that will strengthen our positions not only in
our existing customers but in getting new business.
has not struggled to generate revenue, but the public company
hasnt posted a profit since its inception. Its software guides
a companys staff, partners and customers through sales
interactions, helping them to sell more. Ecometrys holding
company will pay a generous premium to get Blue Martini, 63 percent
higher than Blue Martinis stock price at the time of the offer.
But the $54 million is only a little more than halfway to Golden
Gates $100 million threshold for investments. Marrah said he
expects the deal to close by May.
will keep Blue Martini intact in its San Mateo, Calif. headquarters.
Marrah added that by combining Ecometry and Blue Martini
functionality, customers wouldnt be able to find a broader
choice of capabilities for multichannel retailing. Blue Martini has a
strong presence in distribution manufacturing, which Marrah said has
been a future area of development for Ecometry. Blue Martini lets
Ecometry buy what it was prepared to build. There is not
another single company that will be able to compete in breadth of
functionality for a multi-channel retailer, Marrah said. Blue
Martini touts clienteling, a segment that allows retail
associates to manage customer relationships (CRM) from point of sale
terminals (POS). The merger of CRM and POS takes Ecometry even
further into multiple channels, but the new functionality is unlikely
to make it into HP 3000 versions of Ecometry.