Electronics for Imaging, Inc. (EFI), the company behind Fiery print controllers, announced on July 21 that it has bought DirectSmile GmbH. Based in Berlin, DirectSmile develops and markets software for automating cross-media marketing stratgies, and lays claim to the invention of customized images in 2001. Today DirectSmile offers software which automates the production of personalized cross-media marketing materials, and which is aimed at businesses, PR agencies and printers.
DirectSmile technology will enhance EFI's catalogue, bringing their customers extended features entirely integrated in digital printing workflows, but also offering web content, email, social network management and marketing to mobile devices - all based on the same data.
The Web2Print division of EFI will continue to develop, market and support DirectSmile products as stand-alones for businesses, agencies and print shops. DirectSmile technology will also be integrated into EFI's Web2Print and electronic commerce offerings through the EFI Digital StoreFront.