Accenture to buy Acquity for $316 million

Infotech Lead America: Accenture is set to buy Hong Kong based digital marketing and e-commerce company Acquity Group for$316 million.

The deal will help Accenture offer a range of digital marketing services.

Brian Whipple, global managing director of Accenture Interactive, said,”The acquisition of Acquity Group will expand our capabilities in key areas of digital marketing and e-commerce, complementing our strengths in strategy, analytics, scaled technology enablement and marketing operations.”

Accenture plans to merge the new subsidiary into its existing Accenture Interactive business. More than 600 employees of Acquity are expected to join Accenture Interactive after the acquisition.

Acquity Group advises clients on digital marketing, m commerce and e commerce strategies and provides  technical services to help improve their businesses.

The e commerce market is barely 10 years old, but is helping retailers develop their global expansion strategies as online shopping continues to gain prominence. As buyers get more comfortable using their smartphones for online shopping, mobile commerce is also expected to soar globally.

According to a report by ystats, nearly 40 percent of all retailers offered their customers the option to purchase goods via mobile devices in 2012. Approximately 400 million people worldwide purchased via mobile.

With a revenue of $141 million and 32 percent year-over-year sales growth in 2012, Acquity is growing nearly three times as fast as Accenture. Accenture generated a revenue of $27.9 billion in 2012.

Acquity Group has served several large clients such as Allstate Insurance Company, the mobile-related business for Discover Card, Tommy Bahama, and Shimano.

Acquity Group will be Accenture’s second major acquisition this month, done with a view to expand its digital and marketing capabilities. Earlier this month,  Accenture acquired a design firm called Fjord, a global service design consultancy that specializes in creating digital experiences and services that engage consumers across platforms including smart devices, tablets and PCs.

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