Oracle ATG Deal Leaves Other eCommerce Vendors at the Alter
November 4, 2010
Who is getting the bride’s bouquet? Endeca, one of the pioneers in faceted search for eCommerce? EasyAsk, one of the hidden gems in eCommerce? Exorbyte, a company run with an intentionally low profile and a “can do” attitude?
Nope. No one caught the bouquet. Oracle’s vision was articulated in the deal write up “Oracle and ATG”:
Driven by the convergence of online and traditional commerce and the need to increase revenue and improve customer loyalty—organizations across many industries are seeking a unified cross-channel commerce and customer relationship management platform to deliver a cohesive customer experience across all commerce channels.
Assumptions, assertions, and wordsmithing entertain me. I think the key to the deal appears in the news release “Oracle Buys ATG”:
More than 1,000 global enterprises rely on ATG’s solutions to help increase the value of their online customer interactions,” said Bob Burke, President and CEO, ATG. “This combination will enhance the ability to bring all their commerce activities together – creating a more consistent and relevant experience for their customers across all interaction channels, including online, in stores, via mobile devices and with call centers.”
See the hook? More customers, more than 1,000. Pay $1 billion, get 1,000 customers. Oh, Oracle also gets Endeca, a partner of ATG.
With organic growth getting more and more difficult, litigation and acquisition become the two draft horses of revenue or at least that’s how I see the deal.
What about search? What these outfits have is good enough. Maybe? Maybe not?
Stephen E Arnold, November 4, 2010
Freebie
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