Alliance Tech catches Fish
by Annie Byrne
Event measurement and analytics firm Alliance Tech (AT) has bought the rights to Fish Software’s real time RFID solutions.AT has also announced it will be taking over Fish’s business in the trade show and conference markets. In turn, Fish will be focusing on a new strategic move and taking its measurement solutions into the B2C markets.The deal will allow the two companies cross-license their products. AT will be able to use Fish’s Real Time Measurement System to offer real-time metrics alongside what it calls its ‘passive’ measurement technology.Fish will now focus on the B2C market, particularly experiential events. "We made a decision to recalibrate our focus on the experiential B2C event space, and divest our emphasis on trade shows," said FISH founder and CEO Michael Gilvar in a statement.