Adobe to acquire Omniture for US$1.8bn

16 Sep 2009

Multimedia software company Adobe Systems is tipped to become a major force in the realm of software-as-a-service (SaaS) after acquiring Omniture for US$1.8bn last night.

Adobe says its acquisition of Omniture furthers its mission to revolutionise the way the world engages with ideas and information.

“Adobe customers are looking to us for solutions to deliver engaging experiences and more effectively monetise their content and applications online,” said Shantanu Narayen, president and chief executive officer of Adobe.

“This is a game changer for both Adobe and our customers. We will enable advertisers, media companies and e-tailers to realise the full value of their digital assets,” Narayen said.

The acquisition of Omniture will diversify Adobe’s business, adding a scalable SaaS platform that captures more than a trillion transactions per quarter, a large partner ecosystem and a recurring revenue model.

It 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.

By combining Adobe’s content creation tools and ubiquitous clients with Omniture’s web analytics, measurement and optimisation 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.

For designers, developers and online marketers, an integrated workflow – with optimisation capabilities embedded in the creation tools – will streamline the creation and delivery of relevant content and applications.

This optimisation will enable advertisers, advertising agencies, publishers and e-tailers to achieve greater ROI from their digital media investments and improve their end users’ experiences.

“Omniture’s mission has been to enable our customers to optimise every digital interaction,” said Josh James, CEO of Omniture.

“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,” James added.

By John Kennedy

Photo: Adobe’s homepage.

John Kennedy is a journalist who served as editor of Silicon Republic for 17 years