News & Analysis

Blue Chilli Acquires software company Vividways!

- July 30, 2012 2 MIN READ


Blue Chilli, the venture technology agency, has announced the acquisition of Vividways, a designer & developer of apps for smartphones and tablets, with expertise in mobile marketing and loyalty rewards programs in the health and pharmaceutical sector.

With contracts worth close to $2m, Vividways most recently created a rewards program mobile application used by the Australian pharmaceutical industry. The mobile phone application helps retail pharmacies engage with patients more deeply while delivering everyday marketing campaigns, including functionality such as a store locator, online catalogues, up-to-date pharmacy-related news, promotions and loyalty programs. Vividways Founder, Paul Williams, will continue to work within the business to provide expert industry knowledge and relationships, and develop the application further.

Blue Chilli identified that Vividways’ business-to-business and business-to-consumer mobile marketing proposition had great appeal for other business and consumer vertical markets. It consequently acquired Vividways as part of a concerted strategy to build, acquire or foster the best technology platforms and services to offer a portfolio of innovative solutions for its startups and investments, which range from a disruptive life insurance online platform to a social e-commerce platform, Swarmin.

“Whether we build, buy or collaborate, Blue Chilli is creating a hothouse of tech talent and products that drive innovative business, from web applications, sites and mobile apps, custom software, through to marketing tools,” said Sebastien Eckersley-Maslin, Founder of Blue Chilli Group. “Vividways offered a very compelling combination; loyalty marketing on a mobile channel proven in an established vertical market. I’m proud to announce this, our first acquisition, as it demonstrates the strength of our model and our ambitions.”

“We recognised that Blue Chilli could take our value proposition, extend it to other vertical sectors  and cement it as a loyalty and marketing platform through the team’s technology expertise,” said Paul Williams, Founder of Vividways. “We look forward to the journey ahead.”

Blue Chilli also offers a collaborative co-working space to house entrepreneurs and developers, and incubates a number of startups in Sydney and Melbourne.