Adobe buying Omniture for $1.8 Billion!

That's right, boys and girls, our good old Adobe has gone shopping for some more improvements. Adobe, being used worldwide for Photoshop, CS4, responsible for hundreds of different fonts, producers of loads of programming features and add-ons, and multimedia and computer applications, is very helpful with... well, basically anything and everything. I guess nobody really was expecting Adobe to be upgrading substantially, maybe just little flaws and glitches fixed, but a $1.8 Billion difference? That's something to talk about, right?

I'm not sure how many people have heard of Omniture, I know I have somewhere... I'm not quite sure where, but I bet I have used it for many things without realizing that it will soon be bought out by Adobe. Omniture USED to help clients understand how visitors and administrators traffic their Web sites and assists online businesses to target advertisements. It sure appears to be helpful, and Adobe had a couple Billion bucks lying around, so why not buy out something that will increase their annual by substantial amounts? It helps them, and all the old people going into retirement that worked for Omniture, after working for a measly 13 years.

Now since you have a brief overview about both companies, I shall go on to explain everything that happened on September 15th, 2009. Adobe claimed that buying out Omniture will help "increase the value" of products sold to customers by "transforming" e-commerce. The way they think they are going to do that, is by combining its content creation tools with Omniture's online measurement and optimization technologies... Sounds good so far, right? Shantanu Narayen, the chief executive of Adobe, claimed that by doing this, it will "enable advertisers, media companies, and e-tailers to realize the full value of their digital assets." Josh James, Omniture's chief executive, said the combination of the two companies will allow for new strategies to improve "content engagement, advertising effectiveness and the overall user experience." That, he added, "will drive more advertising dollars online." So is it all really just about the money...? Do the owners of Adobe care about what happens to all of Omniture's staff? Apparently, Adobe is claiming that Omniture will become a new business unit within the company, and Josh James will be the senior vice president of the company, and being put in charge of it. So, after all, everything works out for everybody, right?!

Hmmmm... sadly, it doesn't seem like Adobe expected to make a profit out of all this, after all... Their shares one year ago were 36 cents per share, and now, one cent less, 35 cents per share. So, spending $1.8 billion decreased Adobe's profits, but increased the end-user's options. Maybe Adobe meant to do this?

Props to this dude. -> http://money.cnn.com/2009/09/15/technology/adobe_omniture/index.htm?postversion=2009091611