Last week, EFI bought DirectSmile, which is best known for its automated cross media marketing solutions that have been used for such things as writing a person’s name in cloud formations.
The financial terms of the acquisition have not been disclosed, though EFI has said that it will not affect its Q3 or full year 2014 results. As with previous EFI acquisitions, DirectSmile employees, including co-founders and former principals Christoph Schacht and Christoph Clermont, are to stay with EFI, in this case joining the Productivity Software Web2Print Solutions Group.
Gabriel Matsliach, senior vice president and general manager, EFI Productivity Software said that this would extend EFI’s capabilities, adding: “DirectSmile’s customer base, which has a large proportion of agencies, corporate marketing departments and designers, is also highly complementary to EFI’s core client base, which opens the door to new growth opportunities.”
The DirectSmile products will still be sold and supported as standalone software for the agency, enterprise and print industry markets, while the technology will be integrated into EFI’s web to print and eCommerce offerings. EFI has also said that it is currently incorporating DirectSmile technology into a new variable-data printing product that will make its debut at the Graph Expo tradeshow in Chicago, September 28-October 1.