“On Sept. 15, 2009, Adobe Systems Incorporated (Nasdaq:ADBE) and Omniture, Inc. (Nasdaq:OMTR) announced the two companies have entered into a definitive agreement for Adobe to acquire Omniture in a transaction valued at approximately $1.8 billion on a fully diluted equity-value basis. Under the terms of the agreement, Adobe will commence a tender offer to acquire all of the outstanding common stock of Omniture for $21.50 per share in cash.” (source: Adobe.com)
With this acquisition, Adobe strengthens its position in the online arena, to better compete with the two giants: Google & Microsoft. Basically, Adobe is trying to shield its Flash technology from the threat of Microsoft Silverlight’s aggressive push, as well as provide alternative tools for measuring Flash animations performance in an area where Google isn’t well established into.
Looking at the trends in mergers and acquisitions in the past couple of years, we can see that the top players are looking at consolidating a lot of online technologies into their core business, in order to better compete against Google. On the other hand, Google itself is not sitting laid back, but pushes forward as well, and I’m sure we’ll see a lot of movement in this area in the months to come.