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Computer Technology Corporation Oracle Acquires Cloud-based Marketing Campaign Manager Responsys

January 01, 2014
by Staff Writer

Computer technology corporation Oracle has acquired cloud-based marketing campaign manager Responsys. The company announced that the cost of the deal was $27 per share, or around $1.5 billion in total.

Responsys, whose headquarters are located in San Bruno, California, USA, develops business-to-customer marketing platforms. Oracle's interest in the company lies in its ability to boost its "Customer Experience Cloud" which provides a range of support for small businesses, including sales, marketing and social support. Responsys' impressive market share and its ability to leverage the cloud to establish low cost solutions also drove the purchase.

“Recognizing the unique needs of the CMO in B2B and B2C industries, the Oracle Marketing Cloud is now the only platform to unite enterprise-class leaders in these historically distinct marketing-automation fields,” suggested Oracle's President Mark Hurd on the company's website. “Our strategy of combining the leaders across complementary technologies signifies Oracle’s overwhelming commitment to winning and serving the CMO better than any other software company in the world."

The news comes on the heels of Oracle's recent announcement that it would offer cloud-based Infrastructure-as-a-Service (IaaS) in 2014. It plans on offering "price competitive" services that compete with key cloud players such as Amazon, Microsoft and Rackspace. Larry Ellison, the corporation's CEO, suggested Oracle intends to "compete aggressively in the commodity Infrastructure-as-a-Service marketplace" with products that also focus on companies like Salesforce.com, and Workday.com. "We are organized by functional area so we can compete effectively against this new generation of specialists," explained Mr. Ellison at the time.

Do you know of any other companies making purchases in the cloud? Let us know the details. Add your comments below.

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