Adobe Systems enters into an agreement to acquire Omniture in a deal valued at $1.8 billion.
Adobe Systems announced Sept. 15 that it has entered into an agreement to
acquire Omniture in a deal valued at $1.8 billion.
In a conference call with financial analysts regarding Adobe's third-quarter
earnings as well as the Omniture transaction, Adobe President and CEO
Shantanu Narayen said the deal was largely customer-driven-a move to integrate
Adobe's creative design tools with Omniture's Web analytics technology.
Narayen said Adobe customers have been asking for more visual media, more
video and more RIA (Rich Internet Applications). "We created the best
[creative] tools in the world," he said. However, he said, "what we
found is customers would like us to do more. They wanted us to help them
understand which media content was performing the best and to understand
click-through rates on ads," among other things. He also said developers
asked for help in building intelligence up front in Web applications so they
can be better tracked and optimized.
In a statement, Adobe said its acquisition of Omniture "furthers its
mission to revolutionize the way the world engages with ideas and information.
By combining Adobe's content creation tools and ubiquitous clients with
Omniture's Web analytics, measurement and optimization technologies, Adobe will
be well positioned to deliver solutions that can transform the future of
engaging experiences and e-commerce across all digital content, platforms and
Josh James, CEO of Omniture, said he sees
the deal as a way to improve Omniture's ability to integrate its analytics and
optimization technology "into the front end of the creative process."
According to Adobe's statement, "The combination of the two companies
will increase the value Adobe delivers to customers. For designers, developers
and online marketers, an integrated workflow-with optimization capabilities
embedded in the creation tools-will streamline the creation and delivery of relevant
content and applications. This optimization will enable advertisers and advertising
agencies, publishers, and e-tailers to realize greater ROI from their digital
media investments and improve their end users' experiences."
"Adobe customers are looking to us for solutions to deliver engaging
experiences and more effectively monetize their content and applications online,"
Narayen said in a news release from Omniture and Adobe. "This is a game-changer
for both Adobe and our customers. We will enable advertisers, media companies
and e-tailers to realize the full value of their digital assets."
Moreover, "A lot of our customers are telling us they want us to find
new ways to monetize the Flash platform," Narayen said.
James said Omniture already has integration capability with Flash. "Our
customers demand that we figure out how to analyze and track Flash," he
Darryl K. Taft covers the development tools and developer-related issues beat from his office in Baltimore. He has more than 10 years of experience in the business and is always looking for the next scoop. Taft is a member of the Association for Computing Machinery (ACM) and was named 'one of the most active middleware reporters in the world' by The Middleware Co. He also has his own card in the 'Who's Who in Enterprise Java' deck.