2. Acquisitions

2016 Acquisitions

On January 7, 2016, Upland completed its purchase of substantially all of the assets of our California-based website analytics provider. The purchase price consideration paid was approximately $8.1 million in cash

payable at closing (net of $0.3 million of cash acquired) and a $1.2 million cash holdback payable in 12 months

(subject to indemnification claims). The foregoing excludes additional potential earnout payments tied to

performance-based conditions. Revenues recorded since the acquisition date for the three months ended March 31, 2016 were approximately $669,000.

In addition to the cash consideration described above, the Asset Purchase Agreement included a

contingent share consideration component pursuant to which Upland expects to issue an aggregate of

approximately $2.4 million in common stock (to be determined on trigger date) of its common stock to the seller after July 7, 2016 based on certain minimal post-closing performance-based conditions. The Company agreed to additional consideration of up to $5 million in cash to the selling shareholders of our website analytics business based on the achievement of certain revenue targets during fiscal years 2016 and 2017.

On March 14, 2016, Upland completed its purchase of substantially all of the assets of Hipcricket, Inc., a

cloud-based mobile messaging software provider. The consideration paid to the seller consisted of our issuance of

one million shares of our common stock and the transfer of our EPM Live product business. The value of the

shares on the closing date of the transaction was approximately $5.7 million and the fair value of our EPM Live product business was approximately $5.9 million. The Company recognized a loss on the transfer in conjunction with the EPM Live net asset value of approximately $0.7 million in Other expense, net. Prior to the transaction, Hipcricket was owned by an affiliate of ESW Capital, LLC, which is a shareholder of Upland. Raymond James & Co. provided a fairness opinion to Upland in connection with the transaction. Revenues recorded since the acquisition date for the three months ended March 31, 2016 were approximately $350,000.

The Company recorded the purchase of the acquisitions described above using the acquisition method of accounting and, accordingly, recognized the assets acquired and liabilities assumed at their fair values as of the date of the acquisition. The purchase price allocations for the 2015 acquisition of Ultriva and the 2016 acquisitions are preliminary as the Company has not obtained and evaluated all of the detailed information necessary to finalize the opening balance sheet amounts in all respects. Management has recorded the purchase price allocations based upon acquired company information that is currently available. Management expects to finalize its purchase price allocations in mid-2016.

The following condensed table presents the preliminary acquisition-date fair value of the assets acquired and liabilities assumed for the acquisitions, as well as assets and liabilities divested (in thousands):



	HipCricket			Website Analytics Business			Divestiture of EPM Live
Year Acquired or Divested	2016			2016			2016

Cash	$	—		$	290		$	—
Accounts receivable	1,275			178			(1,404		)
Other current assets	238			55			(339		)
Property and equipment	—			5			(98		)
Customer relationships	1,900			2,310			(1,796		)
Trade name	70			70			—
Technology	900			1,390			(936		)
Goodwill	7,747			12,524			(3,692		)
Other assets	—			6			—
Total assets acquired	12,130			16,828			(8,265		)
Accounts payable	(200		)	—			41
Accrued expense and other	—			(178		)	83
Deferred revenue	(330		)	(910		)	1,511
Total liabilities assumed	(530		)	(1,088		)	1,635
Total consideration	$	11,600		$	15,740		$	(6,630	)

Tangible assets were valued at their respective carrying amounts, which approximates their estimated fair value. The valuation of identifiable intangible assets reflects management’s estimates based on, among other factors, use of established valuation methods. Customer relationships were valued using an income approach, which estimates fair value based on the earnings and cash flow capacity of the subject asset. The value of the marketing-related intangibles was determined using a relief-from-royalty method, which estimates fair value based on the value the owner of the asset receives from not having to pay a royalty to use the asset. Developed technology was valued using a cost-to-recreate approach. The Goodwill divested with EPM Live was based on the relative fair value of EPM Live to the Company's fair value immediately prior to the divestiture.

Goodwill deductible for tax purposes is $4.9 million for our website analytics business acquisition and $8.2 million for HipCricket.