Adobe and Omniture?
Yesterday Both Adobe and Omiture announced that Adobe acquired Omiture. For $1.8 billion! Adobe will pay $21.50 a share in cash (cash!) for it, a 24% premium to that day’s price.
This is a puzzling deal. While Silverlight Is Still Racing Flash, as WSJ reported the same day, Adobe jumps into a very new territory where Google has a big play with the Google Analytic. Where the leaders from Adobe is trying to shape this creative company into? Why they find themselves a new battle front?
Here are some comments from the web:
Robert Brown: “With the growing threat from Google Analytics, Omniture really had a very bleak future”.
Enrique Rojas: “Google = Free and Omniture = Paid, Omniture is more detailed than Analytics. Adobe everything that touch makes money. Omniture is great and I don’t think they will do what Google did with Urchin. But is a great addition to the Adobe portfolio. Now we need to sit and wait what Adobe have planned for Omniture.”
We’ll see.
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I don’t understand. I always had the feeling that Adobe is a publishing company with a lot of emphasis on UX and user-friendliness for designers. Will keep my eyes open for any analysis into this surprising deal.