Urban Airship Acquires Tello to Expand Passbook Solutions for Brands
Strategic Acquisition Strengthens Mobile Engagement Offerings
Urban Airship, a leader in mobile engagement, has acquired Tello—the creator of PassTools, a visual pass builder for Apple’s Passbook. This all-stock deal marks Urban Airship’s second strategic acquisition following its 2011 purchase of location startup SimpleGeo.
Why Tello Caught Urban Airship’s Attention
Tello initially launched as a real-time feedback tool for businesses but pivoted to focus on PassTools in September 2012. The platform quickly gained traction, attracting thousands of customers who created tens of thousands of passes.
Key advantages of PassTools:
- User-friendly WYSIWYG editor: Businesses can create passes in 5-10 minutes
- API for enterprise use: Enables dynamic pass generation for large-scale deployments
- Early market entry: One of the first dedicated Passbook solution providers
“We saw Passbook as a massive opportunity,” explained Tello CEO Joe Beninato. “While our feedback tool had under 100 customers, PassTools demonstrated explosive growth potential.”
The Strategic Fit for Urban Airship
Urban Airship’s CMO Brent Hieggelke highlighted several reasons for the acquisition:
- Team quality: Tello’s experienced leadership and cultural fit
- Market position: Venture-backed with $3.7M in funding
- Strategic alignment: Complements Urban Airship’s push notification and location services
“This acquisition opens mobile engagement to brands that don’t need full-featured apps,” noted Hieggelke. “Consumer packaged goods companies, for example, can leverage Passbook for promotions without developing standalone apps.”
Integration Plans and Future Roadmap
While integration timelines remain undefined, the acquisition brings clear benefits:
- New customer segments: SMBs and brands seeking lightweight mobile solutions
- Enhanced capabilities: Combines Tello’s pass creation with Urban Airship’s engagement platform
- Geographic expansion: Establishes Urban Airship’s presence in Palo Alto
Tello’s five-person team will form Urban Airship’s new Palo Alto office, joining existing locations in Portland and San Francisco. The PassTools platform will continue operating until full integration is complete.
The Growing Passbook Ecosystem
As Apple’s Passbook gains adoption, Beninato predicts: “We’re seeing just the beginning. Agencies and brands are recognizing Passbook’s potential for customer engagement.”
With 65,000 accounts and billions of monthly notifications, Urban Airship is positioned to become a dominant player in the evolving mobile wallet space.
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