Adobe Systems Incorporated and Omniture, Inc have recently announced that they have reached a final decision for Adobe to acquire Omniture during a transaction that has been valued at around $1.8 billion on a fully diluted equity-value basis. According to this agreement, the former company will begin a tender offer for purchasing all the Omniture common stock for a value of $21.5 per share in cash.
This move from Adobe is meant to continue its endeavor to change the way the entire world deals with ideas and information. The company will use the mixture of Adobe's content-creation utilities and numerous customers with the Web analytics provided by Omniture and will thus have a better position when it comes to delivering solutions that will revolutionize engaging experiences as well as e-commerce using all platforms, devices and digital content.
“Adobe customers are looking to us for solutions to deliver engaging experiences and more effectively monetize their content and applications online,” Shantanu Narayen, president and chief executive officer of Adobe, said. “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.”
In other words, the union of the two companies is also meant to enhance the value delivered to clients. For example, designers, developers and online marketers will be able to create and produce relevant content and apps through a smooth workflow that brings optimization abilities integrated within the creation tools. Furthermore, these capabilities will allow advertising agencies, advertisers, publishers or e-tailers to leverage the end users' experience and obtain greater ROI (Return on Investment) from their investments in digital media.
“Omniture’s mission has been to enable our customers to optimize every digital interaction,” Josh James, CEO of Omniture, added. “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.”
On the other hand, the new acquisition will considerably increase the growth potential and the addressable market for Adobe, while at the same time it will also enable it to provide more solutions aimed at Internet advertising, e-commerce and the digital-media market, areas that are currently rapidly growing throughout the world.
Moreover, another benefit on Adobe's part is that it will have the possibility to deliver much more mission-critical solutions for its enterprise customers. Using the capabilities of the newly acquired company, Adobe will be able to optimize its offerings and enhance its appeal to all online marketers, such as chief marketing officers. This new acquisition of Omniture is also meant to diversify Adobe's offerings even more, as it will provide a scalable SaaS (Software as a Service) platform that will be capable of capturing more than a trillion transactions per quarter, a comprehensive partner ecosystem, as well as a recurring revenue model.
As far as the purchased company goes, the union with Adobe will offer Omniture the possibility to penetrate new regions and markets easier and faster than before, and this global operational scale will dramatically increase its market strategy and business growth.