August 1, 2013

Adobe will acquire Neolane for $600 million

This blog has previously underscored the importance of cloud computing, and how numerous organizations are working to improve their offerings in this space. Adobe Systems Incorporated, the computer software company, is another business that is joining the trend.

According to a press release, Adobe will acquire Neolane, a Paris-based firm that specializes in cross-channel campaign management technology, for $600 million. The technology acquisition will help Adobe add more marketing tools to its existing cloud computing repertoire, reported a TechCrunch article. This includes the ability to handle leads, have better marketing resource management and manage high-volume email marketing campaigns.  

Brad Rencher, senior vice president and general manager of Adobe's Digital Marketing business, said in the press release that the Neolane acquisition will bring strong, cross-channel campaign management possibilities to Adobe's cloud offerings.

"Adobe has long been the trusted partner to creative professionals and we are now extending our lead in the digital marketing space with the addition of Neolane," he said. "From campaign creation through planning, execution and optimization, Adobe technology is driving the entire marketing process." 

Neolane CEO and co-founder Stéphane Dehoche said in the press release that adding his company's strengths to Adobe's existing cloud offerings will improve offerings for both firm's customers. Dehoche added that Adobe has great visions for its future and that he is excited to help take its market leadership to the next level.

This technology acquisition is the sixth addition to the Adobe Marketing Cloud, which the company said will help create an "unparalleled platform for delivering rich, personalized experiences" to all customers. Now, the business said that it has strong offerings in Analytics, Target, Social, Experience Manager and Media Optimizer—all of which are necessary for a well-rounded marketing service to clients.