Wipro acquires Oz-based Promax for $37 million

May 01 2012, 03:29 IST
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SummaryWipro, India's third largest software services exporter, on Monday announced the acquisition of Promax Applications Group, an Australian headquartered trade promotion planning and optimisation solution company for $37 million.

Wipro, India's third largest software services exporter, on Monday announced the acquisition of Promax Applications Group (PAG), an Australian headquartered trade promotion planning and optimisation solution company for $37 million (approximately Australian dollars 35 million).

In continuation of a string of pearls acquisition strategy, Wipro has said the Promax acquisition would help them growing their presence in the analytics segment, which has been identified as a key growth area for the company. Since 1993, Wipro has carried out 30 acquisitions, excluding this one.

The acquisition is expected to be completed in this quarter and the new entity will be called Wipro Promax Analytics Solutions.

Avendus Capital acted as the exclusive financial advisor to Wipro on this transaction. Wipro's share price on the BSE closed at R405.10 down 0.32% on Monday, with the company announcing the acquisition after the close of market hours.

Wipro's chief strategy officer Rishad Premji said the company's acquisitions are driven by strategic needs than any price point. "We will be looking at more acquisitions in France and Germany," he added.

“The acquisition of Promax Applications Group will strengthen Wipro’s positioning and capability in management, analytics & optimization of trade promotions," said K R Sanjiv, senior vice president and global head, analytics and information management, Wipro.

As per industry estimates, consumer-focused companies spend 12 to 25% of their gross annual sales on trade promotions. Organisations are increasingly leveraging analytics to enhance effectiveness and maximize the return on investment (ROI) of their spend on trade promotions.

Promax Applications Group CEO Don Nicol said, “PAG will help Wipro to differentiate its offerings in the trade and marketing management space through an added value proposition.”

Commenting on the acquisition, Jagannadham Thunuguntla, Strategist & Head of Research, SMC Global Securities said, “The size of the deal doesn't show that it will be a game changer for Wipro currently. But, Kurien has stated several times that analytics is important for the company, so with this acquisition Wipro is trying to test the waters and prepare itself for a bigger game in the analytics space. The deal is not much about client acquisition but more about talent acquisition and relevant exposure in the analytics space. It will help preparing the company to enter new geographies and focus on analytics vertical.”

Wipro's last acquisition was in April, 2011, when it picked up a portion of the IT business of US based Science Applications International Corporation (SAIC) for $150 million. Prior to

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