Adobe acquiring Omniture September 16, 2009
Adobe is taking over the world, one software package at a time. And now they’re acquiring Omniture, a leading web analytics/online business solution provider.
Adobe started their behemoth growth by dominating the design and graphics field with Photoshop and Illustrator; print document creation with Acrobat (PDF) and InDesign; multimedia production with AfterEffects, Premiere and Audition; web production with their acquisition of Macromedia (thus inheriting Dreamweaver and Flash, et al) plus the recent creation of the Air platform (for application development and deployment), not to mention content publishing with Contribute. And although ColdFusion isn’t the most well-respected coding language on the web, the inherent relationship with other Adobe products will likely work to it’s favour.
By taking over Omniture, Adobe is pretty much a complete solution for online businesses. Every aspect of the web development process can now be solved with an Adobe product.
Here’s an excerpt from Omniture’s press release (via Search Engine Watch, as posted on the Omniture website):
SAN JOSE, Calif. and OREM, Utah — Sept. 15, 2009 – Adobe Systems Incorporated (Nasdaq:ADBE) and Omniture, Inc. (Nasdaq:OMTR) today announced the two companies have entered into a definitive agreement for Adobe to acquire Omniture in a transaction valued at approximately $1.8 billion on a fully diluted equity-value basis. Under the terms of the agreement, Adobe will commence a tender offer to acquire all of the outstanding common stock of Omniture for $21.50 per share in cash.
Adobe’s 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 devices.
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, advertising agencies, publishers and e-tailers to achieve greater ROI from their digital media investments and improve their end users’ experiences.
I’d love to use the Adobe suite in a more thorough fashion, but until that time comes, I’ll be eagerly watching from the sidelines.
Posted in Technology