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Posted by Stephen Powers on June 22, 2011
Oracle announced yesterday that it has agreed to buy web content management (WCM) vendor FatWire. The prominent vendors in the WCM market have been flying off the shelves – relatively speaking – over the past few years as larger vendors recognize the value of content management and delivery platforms as part of an overall digital customer experience management (CXM) portfolio. After all, you can’t really manage experiences without a content foundation, can you? To this end, Adobe acquired Day, Autonomy acquired Interwoven, and now this latest deal. Oracle didn’t reveal how much they paid for FatWire (too bad, because there’s nothing we analysts love more than debating whether or not someone overpaid/underpaid for a company).
FatWire’s acquisition has been a foregone conclusion in WCM circles for some time now, since it was one of the last independent vendors with a proven enterprise track record. Many have speculated on possible FatWire suitors over the past few years, a list that has included at times IBM, and fellow WCM vendor Interwoven, prior to its own acquisition by Autonomy. FatWire has had a dalliance with enterprise content management vendor EMC over the past year or so; the two began a strategic partnership, with EMC acquiring a minority stake in FatWire and promoting it as its solution in the CXM space. However, EMC later struck another partnership with SDL Tridion, so it appeared that the bloom was off the rose in the EMC/FatWire romance, and prospects for EMC’s full acquisition of FatWire grew dim.
But now, FatWire’s finally off the market. The upside for the deal? Oracle – like IBM and Adobe (which recently made an official announcement of its own CXM platform) – is assembling pieces of a CXM portfolio. Oracle’s prominent pieces of the puzzle include ATG for eCommerce, Siebel for customer relationship management, and now FatWire. Oracle also owns some other complementary technologies, including application infruastructure foundation Fusion Middleware, and Real-Time Decisions, a predictive analytics package which could be a true differentiator in the market if Oracle can get it integrated within the FatWire platform. But for now, those integrations remain possibilities, nothing more.
So, how should content and collab professionals be thinking of this acquisition?
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