Alterian buys intellectual property rights for TCP marketing technology

Source: Alterian

Alterian plc (“Alterian” or “the Company”) (LSE: ALN), the leading global provider of software for Analytically Led Integrated Marketing, today announces it has acquired all intellectual property and rights in the software product, Campaign Calculus 2.0, from TCP Enterprises Limited (“TCP”) which trades as The Customer Partnership.

The initial consideration to be paid by Alterian on completion will be satisfied by the payment of £340,000 in cash and the issue of a 100,000 new ordinary shares in Alterian ("New Ordinary Shares"). Additional deferred consideration will be payable in cash for the period from completion to 31st March 2012 depending on performance. The total potential consideration including the initial consideration is capped at £1.65m.

TCP has also entered into a strategic alliance with Alterian to support the launch and roll out of Campaign Calculus by Alterian.

Based in London and led by highly regarded marketing specialist Julian Berry, TCP is a consultancy and software provider which has been focusing on delivering marketing optimisation capabilities for the past 10 years. Campaign Calculus is contact optimisation software developed over this time by TCP and used by clients such as JD Williams and the AA.

Alterian will make Campaign Calculus immediately available through its global partner network, adding strategic planning and campaign optimisation capabilities to its award winning Alterian Marketing Services Platform. It is expected to prove attractive to many of Alterian's current user base of over 400 organisations worldwide, as well as to new Alterian users.

Contact optimisation is ideal in situations where balance is required between products, channels and budgets or where marketers must understand the impact of conditions and opportunity costs when projecting campaign plans forward in time. Campaign Calculus utilises advanced algorithms to quickly and efficiently evaluate the financial impact of all of the possible permutations for contacting an individual across channels and offers over time. It takes into account business rules and constraints such as return on investment requirements, customer preferences and channel capacity and then determines the best course of action to optimise financial return. Campaign Calculus can be employed either as a strategic campaign planning tool or in providing optimised individual campaign selections.

As online and offline channels emerge and integrate, consumer sophistication increases, and the pressure for financial accountability dramatically escalates the complexity of marketing, it is now critical for marketers to optimise their campaigns across products, channels, and offers.

David Eldridge, Chief Executive Officer of Alterian, commented: "The acquisition of Campaign Calculus is line with our strategy of acquiring complementary technology in high growth markets for distribution through our global partner channel. This product has a very strong fit with our Marketing Services Platform which is already well recognized for its existing strengths in analytics, marketing resource management, campaign management and marketing execution. The acquisition is a very positive development for Alterian, our partners and their clients."

Julian Berry, Director of TCP, added: "Campaign Calculus brings significant financial and strategic planning benefits to marketers. This transaction provides the product with broad, global distribution and we are delighted to be working with Alterian to bring this product to their partners and end users who, as some of the most sophisticated marketers in the world, stand to benefit tremendously from marketing optimisation."

Alterian has today made an application to the UK Listing Authority and the London Stock Exchange for admission to (1) the Official List and (2) to trading on the London Stock Exchange's markets for listed securities of 100,000 New Ordinary Shares. The New Ordinary Shares will rank pari passu in all respects with the existing ordinary shares in issue. Admission is expected to occur on 5th April 2007.

Alterian will be issuing a pre-close trading update on 11th April 2007 for the year to 31st March 2007.

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