I wonder the same, Why pay so much?

I think, they are confident they can take Omniture assets and combine them with their own products and infrastructure increasing Omniture current revenue.

Let’s say they are actually thinking of a marketing/ecommerce management product suite offered as SaaS.

Why not buy a cheaper company? For instance Lyris. Or start with a partnership as you mention.

I guess they have a reason to believe in this business opportunity and not locking-in Omniture increases the risk of stronger competition on the near future. Either because Omniture would have eventually understand the market or because they could have been bought by someone else.

By the way, I love hotbanana maybe they should buy Lyris anyway

Saludos,

Andrés

the problem with this acquisition is it’s a lot of money

how do you make sense of such an investment? you can find some potential sinergies by matching adobe’s technology with omniture’s, but does it justify actually buying the company? couldn’t they have started with a strategic partnership, and evaluate the acquisition later? (and probably, with a lower price for the shares

that’s the great challenge. i’m sure they have something powerful in mind, i just can’t figure it out yet.