Byrne Tony Byrne

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Omniture and Adobe - A second take

16-Sep-2009

Tags: Web Analytics, Web Content Management, Adobe InDesign Server, CrownPeak CMS, Dynamic Site Platform, Omniture SiteSearch

Phil provided some very useful background on the deal and initial thoughts earlier this morning. Here are a few more comments.

I'm still scratching my head. Adobe says this will connect designers to metrics, but look at Omniture's customer base: they are only the largest enterprises with the deepest pockets, whereas Adobe sells most of its tools cheaply and in quantity. If the plan is to take Omniture down-market, I'm not a believer.

What Adobe really wanted, I think, is a proven SaaS platform on which to build other hosted services. If so, that's good for the market, but probably bad for existing Omniture customers.

SaaS-based Web CMS vendors are watching this deal closely. Their VC-backers pushing for an exit probably choked when they saw a potential suitor (Omniture) get snapped up themselves. On the other hand, a fellow SaaS vendor getting purchased by a "traditional" software player probably bodes well for Clickability and CrownPeak as they look for potential buyers.

We'll keep talking to customers, and will let our subscribers know what we find out.

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