Omniture’s Internet Analytics Tools Would Be Folded Into The Adobe Online Marketing Suite & ex-CEO Josh James To Step Down


Adobe Systems Inc. annonuced it will create new business unit to handle the most high-profile prudocts on this monday. Omniture, which provides an integrated set of services: advanced web analytics and segmentation, online business optimization platform, will be a part of Adobe’s new strategy: Adobe said Omniture’s Internet analytics tools would be folded into the Adobe Online Marketing Suite. Then, the founder and ex-CEO Josh James of Omniture will step down at the end of this month.



Playback: Adobe Acquired Omniture

On Oct. 23, 2009, Adobe Systems Incorporated completed its acquisition of Omniture, Inc. in a transaction valued at approximately $1.8 billion on a fully diluted equity-value basis. Adobe acquired all of the outstanding common stock of Omniture for $21.50 per share in cash.

Adobe believed the combination of the two companies will increase the value Adobe delivers to customers, for designers, developers, and online marketers, an integrated workflow. Below is some resources about that acquisition, which released by Adobe:

  • Adobe successfully completes tender offer for Omniture shares (PDF: 29k )
  • Adobe granted early termination of Hart-Scott-Rodino waiting period for Omniture tender offer (PDF: 28k )
  • Adobe commences tender offer for Omniture (PDF: 36k )
  • Adobe to acquire Omniture (PDF: 40k )

Shantanu Narayen, president and chief executive officer of Adobe said,

“Adobe customers are looking to us for solutions to deliver engaging experiences and more effectively monetize their content and applications online,”

“This is a game changer for both Adobe and our customers. We will enable advertisers, media companies and e-tailers to realize the full value of their digital assets.”

Some customers were encouraged by that news, largely because they believe that Adobe would bring a new level of rigor to product development, integration, and customer support.



Why Josh James To Step Down

Most time a departure can suggest trouble, but in a news release Adobe CEO Shantanu Narayen said Omniture is doing well for Adobe:

“With Omniture, Josh built the industry’s first integrated online marketing suite as an intelligent platform to optimize online business initiatives,”

“Omniture’s business has never been stronger and now accounts for about 10 percent of Adobe’s revenue,”

“This is due, in large part, to Josh’s leadership and we’re grateful for his contributions.”

Adobe didn’t explain the reason behind James’ departure, however, James’ departure was announced along with other executive changes at Adobe, and the move comes at an critical time for Adobe’s mobile strategy, it’s full of spatial imagination.


What James Will Do Next

In March, Omniture struck a deal with Facebook that enabled marketers to buy and measure Facebook media through Omniture’s search campaign management platform.

James also joined Demand Media’s board in mid-April. But it’s unclear whether James has taken a role with another firm and what he will do next.



Who Will Take Over James’ Responsibilities

Brad Rencher, who formerly was vice president of business operations for Omniture BU (OBU), will take over James’ responsibilities as vice president and general manager of the Omniture unit.


About Omniture

Omniture, Inc. is a leading provider of online business optimization software, enabling customers to manage and enhance online, offline and multi-channel business initiatives.

Omniture’s software, which it hosts and delivers to its customers as an on-demand subscription service and on-premise solution, enables customers to capture, store and analyze information generated by their Web sites and other sources and to gain critical business insights into the performance and efficiency of marketing and sales initiatives and other business processes.

In addition, Omniture offers a range of professional services that complement its online services, including implementation, best practices, consulting, customer support and user training through Omniture Education. Omniture’s over 5,000 customers include eBay, AOL, Wal-Mart, Gannett, Microsoft, Neiman Marcus, Oracle, Sony etc.



About Adobe Systems Incorporated

Adobe Systems Incorporated(NASDAQ: ADBE) is an American computer software company headquartered in San Jose, California, USA, which was founded in December 1982 by John Warnock and Charles Geschke. The company has historically focused upon the creation of multimedia and creativity software products, with a more-recent foray towards rich Internet application software development.

Adobe acquired its former competitor, Macromedia, in December 2005, which added newer software products and platforms such as Coldfusion, Dreamweaver, Flash and Flex to its product portfolio.