Siebel acquires BoldFish

The enterprise business application market has had yet another merger, with customer relationship management giant Siebel Systems Inc. acquiring e-mail and e-messaging technology vendor BoldFish Inc.

San Mateo, Calif.-based Siebel announced Tuesday that it had purchased the assets of BoldFish and would offer them as an optional module called Siebel Email Marketing, which will be part of the Siebel Marketing suite. In a statement, Siebel said it would deliver personalized messaging capabilities for companies that want to ensure that their e-mail isn't mistaken for unsolicited spam and ignored.

BoldFish has been selling outbound messaging products since 1999.

"The e-mail channel has become a critical component in building a cross-channel dialogue with customers," said Richard Gorman, senior vice president for products and alliances at Siebel Systems. "By combining Siebel Systems' industry-leading analytics and campaign management capabilities with BoldFish's best-in-class permission-based outbound messaging technology, Siebel will help organizations tailor communications and content more finely to ensure that they are building trust through meaningful dialogue with customers."

Siebel Email Marketing is slated for release this summer.

The buyout follows the acquisition of two other enterprise players this week, J.D. Edwards Co. and Baan International BV.

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