Oracle will buy Cambridge, MA-based IT and e-commerce company Art Technology Group for $1 billion. GigaOm explains the strategic importance behind the buy, which is Oracle’s first since former HP Mark Hurd became the company’s CEO:
By buying ATG, for $6 per share, Oracle plans on combining ATG’s e-commerce platform, applications and optimization software with its current portfolio of customer relationship management, retail, enterprise resource management and supply chain applications. The combination will be especially potent in industries like retail, communications and technology, where ATG and Oracle already share customers.
ATG is already used by more than 1,200 business who build their e-commerce sites on its platform or plug in its software to speed up and personalize transactions. Customers can use customer service, marketing or analytics applications to improve sales or they can use cross-platform optimization tools that offer live help, lead performance and recommendations.
Oracle’s own David Dorf, director of technology strategy for Oracle retail, summed up the growing importance of mobile in a blog post last month saying it’s a game changer for retail. He said increasingly businesses need to go “omni-channel” and mobile commerce apps need to go beyond shopping assistants and must delve into improving a consumers lifestyle with features not found elsewhere. A pick-up of ATG would certainly help build on Oracle’s mobile plans.
ATG is Oracle’s ninth acquisition this year, compared to HP’s eight acquisitions, and IBM’s 15, according to Bloomberg. It seems like these companies are on a path to be behind most conceivable software verticals.