What Omniture Will Do for Adobe

By Darryl K. Taft  |  Posted 2009-09-15 Print this article Print


In the news release, James said, "Omniture's mission has been to enable our customers to optimize every digital interaction. By joining forces with Adobe, we will accelerate our ability to deliver on that vision and together bring new innovation to the market that improves content engagement, advertising effectiveness and the overall user experience, which will drive more advertising dollars online."

According to the release:

"This acquisition will significantly expand Adobe's addressable market and growth potential, broadening solutions Adobe provides to the rapidly growing Internet advertising, e-commerce and digital media markets.

"The combination will also expand Adobe's offering of mission-critical solutions to the enterprise customer. Adding the capabilities of Omniture will further enhance Adobe's offerings and ability to appeal to online marketers, including chief marketing officers.

"The acquisition of Omniture will further diversify Adobe's business, adding a scalable SAAS (software as a service) platform that captures over a trillion transactions per quarter, an expansive partner ecosystem, and a recurring revenue model."

Mark Garrett, executive vice president and chief financial officer at Adobe, cited Omniture's "broad-based subscription model" as a way of diversifying revenue.

"For Omniture, joining Adobe will provide global operational scale and the ability to more quickly penetrate new geographies and markets, thereby accelerating its go-to-market strategy and growth potential," the companies said in the news release.

"We've always been laser-focused on getting this business to $1 billion," James said. Through the deal with Adobe, he said, "we can get to $1 billion faster."

According to the statement, "As part of the expected integration of the two companies, Omniture will become a new business unit within Adobe. ...[Omniture CEO James] will join Adobe as senior vice president of the new business unit, reporting to ... Narayen. ... [The deal] is expected to close in the fourth quarter of Adobe's 2009 fiscal year."

In a separate statement, Adobe announced that "in the third quarter of fiscal 2009, Adobe achieved revenue of $697.5 million, compared to $887.3 million reported for the third quarter of fiscal 2008 and $704.7 million reported in the second quarter of fiscal 2009."

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.

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