EFI Acquires DirectSmile, Maker of Cross-Media Marketing Software

Electronics for Imaging (EFI) reports that it’s acquired DirectSmile GmbH, a provider of software solutions for cross-media marketing automation, for an undisclosed sum.

Based in Berlin, DirectSmile invented image personalization in 2001 and today makes media personalization and automation software that streamlines sophisticated marketing and production tasks for corporations, agencies, and printing companies. EFI says DirectSmile’s technologies extend EFI’s offerings and will give customers expanded, fully integrated capabilities with data-driven digital print, web, e-mail, social media, and mobile marketing workflows.

While financial terms of the acquisition were not disclosed, it is not expected to be material to EFI’s third quarter or full-year 2014 results. DirectSmile employees, including co-founders and former principals Christoph Schacht and Christoph Clermont, have joined EFI’s Productivity Software Web2Print Solutions Group.

“Web-to-print is one of the fastest-growing parts of the printing and marketing software segment,” commented Gabriel Matsliach, senior vice president and general manager for EFI Productivity Software. “This acquisition gives us the ability to further address this segment with additional, best-in-class variable data and cross media technologies.”

EFI will continue to develop, sell, and support DirectSmile products as standalone software for the agency, enterprise and print industry markets. DirectSmile’s technology also will be integrated into EFI’s web-to-print and eCommerce offering, EFI Digital StoreFront.

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