In a move to compete with IBM, Oracle on Tuesday announced an agreement to acquire e-commerce software and on-demand commerce-optimization apps provider Art Technology Group, or ATG, in a cash deal valued at about $1 billion.
ATG’s cross-channel software helps enterprises offer an online customer experience that includes high-level merchandising, marketing, content personalization, automated recommendations, and live help services. Oracle said the software compliments its CRM, ERP, retail and supply chain applications, as well as its middleware and business-intelligence technology portfolios.
Cross-Channel Commerce
Thomas Kurian, executive vice president of Oracle Development, said the merger will empower the delivery of next-generation, unified cross-channel commerce and CRM. But analysts said this move looks like Oracle playing catch-up with Big Blue.
“Driven by the convergence of online and traditional commerce and the need to increase revenue and improve customer loyalty, organizations across many industries are looking for a unified commerce and CRM platform to provide a seamless experience across all commerce channels,” Kurian said.
Oracle and ATG will work to help businesses grow revenue, strengthen customer loyalty, improve brand value, achieve better operating results, and increase business agility across online and traditional commerce environments. ATG brings more than 1,000 global customers to the Oracle fold.
“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,” said Bob Burke, president and CEO of ATG.
The Big Blue Threat
For all the public attention on the battle between Oracle and Hewlett-Packard, Big Blue represents a greater threat to Oracle, and this acquisition may be more about competing with IBM long-term than anything else.
At last week’s Information on Demand conference, it was clear that IBM is building a complete set of business-related middleware…