The Adobe and Omniture Acquisition: Some Predictions

by: Sean Power - September 15th, 2009 14 Comments

For Alistair Croll’s take on the Omniture – Adobe acquisition, click here.

Omniture - Sentiment Over 4 Quarters - SysomosAdobe’s acquisition of Omniture dramatically strengthens Adobe’s ability to optimize and monetize its clients, and Omniture’s ability to pierce real time streaming and online video markets.  Overall,  sentiment for Omniture’s will increase as it is integrated in a strong brand with a proven record of successful acquisition integrations.  The attached picture from the social media listening platform Sysomos shows blog sentiment for Omniture over the last four quarters (Thank to team Sysomos for providing the screenshot).

Expect to see:

Innovation in the RIA client

Integrated analytics and optimization in Rich Internet Applications has been painful, its adoption slow.  We will see a large increase in the ability of Flex and RIA developers to track the core functions of their applications.  This will lead to an increase in monetization strategies in desktop top clients, including pay-as-you-go services and PPC ad based revenue.

Web Analytics, Feedback & Web Interaction Analytics Now Draggable Into Flash/Flex.

Omniture’s Genesis program ensures that external analytics partners will be provided with a framework to integrate their core strengths into RIA / Flex applications.  Flex developers will no longer need to rely on external tools like GetSatisfaction to understand how their users navigate their applications.

Omniture Becomes The Defacto Platform For Streaming Media & Video

In May 2008, according to comScore, viewers watched 12 billion videos online, while viewership on traditional television is falling.  Online video is expected to grow at nearly 40% annually through 2011 (see this Wikipedia article).

Adobe will seek to strengthen its position as the defacto platform for real-time streaming and video analytics.  Omniture’s current lackluster offering will get a considerable amount of focus and attention.  Startups in the video analytics space may become prime acquisition targets.

Adobe A Strong Candidate For Microsoft Acquisition

Adobe continues on its path to compliment Microsoft’s library of application by extending their reach into the new, rich internet.  Microsoft will be eager to get its hands on this complimentary market and integrate it in its existing go-to market web strategy.

Congratulations to Josh & team for this stellar win-win acquisition.

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  • http://newestindustry.org/ Stephen Pierzchala

    Hate to say this, but when the fox watches the henhouse, who will you believe when chickens go missing?

    Agreed that Flash and Streaming tagging makes great sense for getting deep into user behavior. But in every case when a metrics or measurement vendor gets acquired, the question of ‘How will this affect the independence of the results?’ needs to be asked.

    If Adobiture declares that Flash is the only supported standard, this will provide a great opportunity for vendors who support other streaming and rich-media development environments, such as Silverlight.

    In effect, Adobe is limiting the scope of data that Omniture will be allowed to support. Unless there is a strong independent leader in the Omniture business unit, they risk becoming that analytics thing that Adobe let’s us put in Flash.

  • http://newestindustry.org/ Stephen Pierzchala

    Hate to say this, but when the fox watches the henhouse, who will you believe when chickens go missing?

    Agreed that Flash and Streaming tagging makes great sense for getting deep into user behavior. But in every case when a metrics or measurement vendor gets acquired, the question of 'How will this affect the independence of the results?' needs to be asked.

    If Adobiture declares that Flash is the only supported standard, this will provide a great opportunity for vendors who support other streaming and rich-media development environments, such as Silverlight.

    In effect, Adobe is limiting the scope of data that Omniture will be allowed to support. Unless there is a strong independent leader in the Omniture business unit, they risk becoming that analytics thing that Adobe let's us put in Flash.

  • http://www.watchingwebsites.com seanpower

    Great point. Alex Yoder clearly talks about the independence factor on his blog. I suspect it will play a big role in upcoming deals.

  • http://www.watchingwebsites.com seanpower

    Great point. Alex Yoder clearly talks about the independence factor on his blog. I suspect it will play a big role in upcoming deals.

  • http://www.thelostagency.com/ David Iwanow

    It could also move the other way and Google could buy Adobe, would be a better fit than a Microsoft acquistion as I don’t think they will stop their push to force use of Silverlight…

  • http://www.thelostagency.com thelostagency

    It could also move the other way and Google could buy Adobe, would be a better fit than a Microsoft acquistion as I don't think they will stop their push to force use of Silverlight…

  • http://www.watchingwebsites.com seanpower

    Yep, you’re right. Google could be a contender. I think Microsoft is the more likely of the two, given the failed Gatineau project, ex-Macromedia/Adobe executives at Microsoft, and the different markets that Microsoft is hoping to push Silverlight in.

  • http://www.watchingwebsites.com seanpower

    Yep, you're right. Google could be a contender. I think Microsoft is the more likely of the two, given the failed Gatineau project, ex-Macromedia/Adobe executives at Microsoft, and the different markets that Microsoft is hoping to push Silverlight in.

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