to acquire Model Metrics for social enterprise apps will acquire cloud computing services firm Model Metrics for an undisclosed amount. will acquire cloud computing services firm Model Metrics for an undisclosed amount.

The customer relationship management (CRM) software firm said the acquisition will help the company with its social enterprise initiative using Model Metrics’s expertise in developing and deploying cloud-based mobile and social enterprise apps.

Model Metrics uses, Adobe Flex and AIR, and Amazon Web Services to develop multimedia content apps.

“Our core services strategy has always been to create a thriving partner ecosystem, and this acquisition enables us to double down on that strategy in the world of the social enterprise,” said Maria Martinez, executive vice-president of customers for life at

“With Model Metrics, our strategic services team will have more of the mobile and social capabilities required to enable and accelerate the success of our partner ecosystem,” she added.’s social enterprise concept is a key focus for the company to allow users to connect with customers via social networking tools rather than traditional CRM tools.

"There is a wealth of information on social networks," said Steve Garnett, European chairman of "The days are gone that when something goes wrong you call the vendor. If you get a problem, you Google it, or you go to Facebook, Twitter or YouTube - the days of customers calling you are over," he said.

The deal is expected to close by the end of January 2012.

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