Wipro takes minority stake in Harte Hanks
Wipro invests in martech firm Harte Hanks
Wipro is acquiring a $9.9 million minority stake in omnichannel marketing services firm Harte Hanks, reports David Penn at Finovate (FinTech Futures‘ sister company).
The two firms will jointly market the Opera Solutions’ Signal Hub platform – a big data analytics and machine learning solution for providing customers with a relevant, personalised user experience (UX).
Srini Pallia, president of Wipro’s consumer business unit, says the investment “strengthens our existing partnership with Harte Hanks and enables us to address a key industry challenge by offering Marketing-as-a-Service”.
US-based Harte Hanks is an omnichannel marketing solutions specialist with emphasis on customer interaction marketing. This includes consulting, data and analytics, digital and social media, contact centre, and fulfillment. Through its partnership with Wipro, the company looks to combine Wipro’s experience and insight into industry verticals, cognitive and analytic capabilities, and process animation with its own customer insights and experience offerings, as well as its “martech” (marketing technology) strengths.
“Enterprises and brands are working hard to better understand their customer’s buying journey and are deploying technology to help them interact with customers in relevant, meaningful ways,” Harte Hanks CEO Karen Puckett explains. “However, CMOs are increasingly concerned about marketing’s capability to acquire and manage technology effectively, This partnership squarely addresses those opportunities.”
Wipro began 2018 by winning a business process services contract with Denmark’s Nilfisk. The company also acquired InfoServer in January, paying $8.7 million for the Brazil-based company. Back in December, Wipro teamed up with Headspin to provide next-generation mobility quality engineering and testing solutions for global mobile networks.
In 2017, Wipro recorded revenues of more than $8 billion. It has a market capitalisation of $23 billion.
Abidali Neemuchwala is Wipro’s CEO.
