Rakuten in the company in August 2007 and, in 2010, it announced a joint venture with Baidu in China (Lekutian). In June 2011, Rakuten acquired Brazilian e-commerce firm Ikeda — since renamed Rakuten Brazil. In July, it bought German e-commerce start-up Tradoria and rebranded it Rakuten Deutschland, and in September UK online retailer and e-commerce marketplace Play.com for £25 million (almost $41 million), which was converted into the points-based loyalty program Rakuten.co.uk. In September 2011, Rakuten took a minority equity stake in Russian online retailer Ozon.ru, dubbed "Russia's Amazon", which had reported 2010 sales worth US$137 million. A four-company-strong consortium, led
CDC MarketFirst as Harvey Nichols, the UK-based luxury retailer; Softrax Corporation, a provider of enterprise billing and revenue management solutions; online job website Careerbuilder; and luxury home builder Toll Brothers, among others. CDC MarketFirst CDC MarketFirst is a business software product for use in marketing, sold by the American company CDC Software (now Aptean). Founded by Anurag Khemka in 1997 in Mountain View, California, MarketFirst Software was acquired by Pivotal Corporation in 2002, itself later acquired by CDC Software (then called chinadotcom). MarketFirst Software’s core product was MarketFirst, a marketing automation and lead management tool that complemented the rest of the Pivotal