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Posted by Brian Walker on May 15, 2012
Adobe recently announced its partnership with hybris. This deal has been a poorly kept secret as Adobe waited to make public announcements at its customer summit even after it has been out selling the joint solution and working with partners. Adobe is integrating the hybris commerce platform with Adobe's Web Experience Management (WEM) solutions, an artist formerly known as Day CQ5. This is intended to add commerce capabilities to the CMS/CXM solution represented by WEM. Companies should consider a number of things when evaluating this product relationship between hybris and Adobe, including:
Where does this lead? Many clients have been asking me about hybris. After Oracle’s acquisition of ATG, Endeca, Fatwire, and RightNow* for many an obvious question is “what happens to hybris?” I do not want to propagate rumor or speculation (OK, maybe I do just a little bit . . . ), but an obvious outcome of the Adobe relationship could be an Adobe acquisition of hybris. Much will depend on Adobe’s success or failure at marketing a very different type of enterprise solution – one with significantly longer lead times than analytics, optimization, imaging, or arguably even content management. And based on Demandware’s recent IPO and current valuation – if Adobe is interested in buying hybris – the price just went up.
*The Oracle acquisitions are not necessarily in that order . . . keeping track of Oracle’s acquisition sequence is an analyst’s parlor game.