Idag blev det publikt att Adobe, av alla företag, köper upp mätverktyget Omniture. Det är inte en ”obvious match” om man säger så, vilket alltid är spännande. Utsnitt från pressreleasen:

Today is a very exciting day as we have announced that Omniture has signed an agreement to be acquired by Adobe Systems, one of the largest software companies in the world. I am very excited about this announcement and the opportunity it presents and want to provide you with some context around what this means for you.

Over the last 13 years, our core mission has been to help our customers measure and optimize every digital interaction to increase their revenue and competitive advantage. Along the way, we have achieved many key milestones: serving more than 5,000 customers, measuring more than one trillion customer interactions every quarter, launching the Online Marketing Suite and emerging as a leader in online business optimization. We are all extremely proud to be your partner in your online business success.

By joining forces with Adobe, we can accelerate our vision to optimize every digital interaction (across media types, devices and applications) because of the unique synergies that exist between our two companies:

· Adobe’s products are a ubiquitous component of digital content creation and playback. By integrating our technology with Adobe’s, we will be able to more quickly deliver our solution and “complete the loop” of content creation, delivery and optimization–enabling our customers to provide more effective online content and experiences.

· Adobe also has the global operational scale and reach that will enable us to more quickly penetrate new geographies and new markets. We will be joining forces with a company that generates over $3B in annual revenues that can get us to market faster, and at a time when the market is looking for a digital marketing platform it can make a bet on for years to come.

Vad detta innebär för oss vanliga dödliga som använder både Adobemjukvaror och hanterar Omniture för kunder är så klart högst osäkert. Pressreleaser lider alltid av absurda andelar kryptiska klyschor.

Men otippade företagsuppköp brukar vanligtvis sluta på två vis: antingen inkorporeras det uppköpta företagets teknologier/patenter in i moderföretagets produkter, eller så brandas helt enkelt produkten om utan några större förändringar förutom att dra in pengar från annat håll. Jag misstänker det senare alternativet, men vad tror ni? Låt kommentarsfälten fyllas.