Ibexa and Quable Join Forces, Unifying DXP and PIM Capabilities

Ibexa isn’t just quibbling with Quable. They’re going all in on PIM.

The digital experience platform – headquartered in Norway with offices worldwide – recently announced that it has merged with the product information management system. 

According to Ibexa’s blog, the combination will accelerate each company’s individual development plans while offering clients the unique benefits of a unified, composable solution that simplifies the management of digital experiences. 

This combination reflects a growing trend in the marketplace, as integrated and modular digital solutions evolve to meet complex brand challenges. By breaking down technical and organizational boundaries, Ibexa and Quable aim to define market standards by enhancing the relationship between digital experience management and product information.

From a structural standpoint, Ibexa will become a majority shareholder in Quable, which is based in France. The alliance is not limited to technological considerations, as it also endeavors to project a new vision of digital ecosystems that combines the shared values of both organizations.

As part of the deal, Quable will remain autonomous, maintaining its operational independence over its PIM while benefiting from Ibexa's international scale, reach, and resources. According to François-Emmanuel Lamellière, Quable's CEO, this is a “decisive advantage for winning new international customers, while preserving the company's DNA and know-how.”

It's worth noting that Ibexa is a member of the QNTM group, a European-based cabal of martech platforms. QNTM provides a portfolio of best-in-class, compliant solutions that are designed to work together, simplifying the challenge of enabling business leaders to deliver personalized customer experiences that drive results. 

QNTM features technology categories like data collection, data management, and data activation (of which Ibexa is part), serving more than 2,500 brands globally. Quable stands to benefit from QNTM's reach and improve Ibexa's performance as part of this ecosystem.

Evolving DXP capabilities with "PIM Power"

“Reveal your true self.” That’s Ibexa’s core messaging right now, reflecting a tacit mission to help brands reach their true potential by transforming complexity into a competitive advantage. They’ve been delivering on this promise with an end-to-end DXP featuring tailored content management, CDP, personalization, e-commerce, and workflow automation capabilities – and now, the addition of PIM capabilities. 

A well-established brand in Europe, Ibexa has been directing focus on its international expansion while enhancing its technological capabilities. Recognized by Gartner, the company has made great strides in recent years around personalization and integration – essential assets in a rapidly changing market.

One of the biggest assets of the Ibexa/Quable alliance is the potential for a more agile and integrated ecosystem – one that could eliminate many of the walls that separate marketing, product, e-commerce, communication, and technical teams. 

The advantages of unifying a powerful PIM with the flexibility of a well-stacked DXP are abundantly clear. By synchronizing product information with media and assets, brands can accelerate their go-to-market strategies and enhance personalization by distributing relevant, precise, and highly curated content to the right targets and audiences.

Additionally, the combined capabilities will give digital teams greater control, helping them maintain consistency and uniformity across all of their channels – from web to mobile, social to e-commerce.

Driving stronger personalization and CX

With this merger's structure, both Ibexa and Quable will augment and accelerate their respective growth strategies while combining forces. For Quable, Ibexa’s knowledge and experience of scaling internationally will help accelerate its roadmap. 

“Quable has grown very rapidly thanks to the talent of its team and its powerful ecosystem,” said Lamellière. “Now we need to break new ground by joining forces with a world-class software player that shares our values, recognizes our expertise, and helps us to accelerate our international development. We are really excited to be part of this unique journey.”

On the Ibexa side, the addition of a world-class PIM will create more differentiated value across its stack, giving it more completeness of vision and a competitive edge in a noisy marketplace of expanding solutions. PIMs are proving to be invaluable to brands as they look for meaningful ways to power personalization to drive conversions in areas like digital commerce.

“Ultra-personalization and consistency of messaging have become the key factors for go-to-market and differentiation, which is why we are so delighted to bring new fantastic capabilities to Ibexa DXP,” said Bertrand Maugain, CEO of Ibexa. “Capabilities that, I’m sure, will be warmly welcomed by our customers and partners. Thanks to QNTM Group support, we are building the new European Digital Experience champion.”

Why it matters

We’ve been tracking Ibexa since it was eZ Systems, a web content management system with decades of strong adoption across Europe. The company rebranded in 2020, following a banner year of growth and a seismic shift in the type and size of customers the company was attracting.

Buoyed by the acquisition of a B2B e-commerce software platform, eZ began incorporating site building, personalization, CDP, and workflow automation capabilities alongside its core content management system – positioning its market offering as a true digital experience platform. The company now boasts over 250,000 business customers and over 80 partners worldwide.

The addition of a PIM certainly addresses a gap that competitive DXPs currently offer, which typically bolsters native digital asset management capabilities. Ibexa’s built-in DAM already provides robust and flexible control for editors, including a DAM Connector API for associating DAM variations and derivatives to variations from the DXP.

Ibexa has been making gains with its international expansion, which bodes well for the company’s prospects. That said, the European-based QNTM affiliation continues to be a growth asset, providing greater visibility and scalable coordination with other data layers of the martech stack. The company's QNTM Connect offers integrations with over 1,300 business apps and features a no-code workflow builder and other automation capabilities - reinforcing the value of the QNTM iPaaS play.

From a composability perspective, Ibexa has adopted the modular playbook for DXPs, introducing its own Ibexa Headless solution into the ecosystem. Along with the addition of Quable’s PIM capabilities, Ibexa is delivering on its completeness of vision.

It's worth noting that digital asset management systems and PIMs have benefited from some stellar advancements over the last two years, particularly with the advent of more high-utility AI innovation. This reflects the continued challenges large brands face around the exponential scaling of data, particularly in the e-Commerce realm. Just last week, we covered the launch of Canto's new PIM, which endeavors to fuse both DAM and PIM capabilities into a composable offering. 

If you’re currently evaluating digital experience platforms, Ibexa offers a solid mix of tools and resources. It may be early to appreciate the full extent of the Quable affiliation, but it certainly seems poised to deliver value. I would recommend a closer look at the company's AI horizon, which was bolstered by its announcement of Ibexa AI Catalyst in October to provide in-app generative capabilities.

Overall, this is a smart move to shore up greater extensibility and competitive agility for Ibexa – and deliver more value for its DXP customers. 

Looking for guidance on Ibexa?  Talk to us. 

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