5th Finger

5th Finger emerged as a mobile technology solutions provider, originating in Sydney, Australia, in 1999. The company was founded by Patrick Collins and Steen Andersson. After being acquired by ninemsn in 2006, the founders established an independent international operation in North America, setting up headquarters in San Francisco in 2007. This expansion was backed by a significant US$7 million in venture capital from Australia's Starfish Ventures.

The firm specialized in connecting clients with consumers across digital channels, operating in the mobile marketing and technology services market. Its business model revolved around providing a suite of mobile technologies, including SMS marketing, mobile couponing, and geo-fencing. A key offering was the ResponsiveJS Product Suite, which allowed brands to adapt their existing websites for mobile and tablet devices without a complete rebuild. Another notable product was RedShop, a platform for creating customized e-commerce apps and mobile web experiences for retailers. The company also developed RedShop Rx, a secure mobile health technology for patient tracking, education, and engagement for pharmaceutical companies.

Serving clients such as Jo-Ann Fabric & Crafts and Safeway, 5th Finger established itself as a hybrid company that combined the services of a traditional mobile agency with a deep technology platform. This approach allowed it to deliver a full spectrum of mobile solutions, from strategy to execution. In July 2012, the company was acquired by Merkle, a major US-based customer relationship marketing (CRM) firm, for an undisclosed sum. The acquisition was a strategic move by Merkle to expand its CRM capabilities into the rapidly growing mobile sector, integrating 5th Finger's technology to offer a more analytics-driven mobile solution to a broader client base. Following the acquisition, the 5th Finger brand was retained and positioned within Merkle's Digital Solutions Group.

Keywords: mobile marketing, mobile commerce, CRM, responsive design, e-commerce apps, mobile health technology, digital marketing agency, customer engagement, mobile solutions, Patrick Collins, Steen Andersson, Merkle, RedShop, ResponsiveJS, mobile web development, tablet commerce, SMS campaigns, mobile advertising, digital strategy, pharmaceutical marketing