Since Oracle announced that it was buying web experience management vendor FatWire (news, site), there has been a lot of speculation as to what the company might do with the product set. Yesterday, Andy MacMillan, VP of Product Management for Enterprise 2.0 at Oracle, outlined the roadmap for Fatwire and explained how Oracle will make sense of things under the Oracle WebCenter moniker.

While there was no timeline given, except to say that in some cases customers are already using Fatwire and Oracle products together, and that other integrations are already being developed, the webcast by MacMillan did give some idea of what Oracle’s thinking is on Fatwire.

And, superficially at least, it looks pretty good, with a number of integrations planned for WebCenter and Fusion Middleware products in particular. Oracle, MacMillan said, aims by the end of it all to have the most extensive web experience management product on the market.

In fact, MacMillan describes Fatwire as the keystone that makes up WebCenter, and all things WEM, such as targeting and analytics, content authoring and content delivery.

Oracle and FatWire2.jpg

Integration Roadmap

As to whether that actually happens remains to be seen, but, broadly speaking, the changes will happen in three main areas:

1. Targeting and Analytics

Products: Real Time Decisions, Business Intelligence and Seibel Marketing products

Behind this is the idea that, if you are going to create a specialized web experience for your customer, you need to know your customer.

Fatwire, MacMillan says,  will be complemented by Real Time Decisions, a real-time closed loop multi-variant segmenting and targeting tool, as well as other elements of Oracle’s business intelligence portfolio,.

Taking key customer information that exists in Oracle’s applications, but particularly in Seibel, with Fatwire, Oracle plans to bring that to bear on the web experience channel to provide predictive segmenting and automated multivariate testing, as well as inbound and outbound demand generations.

2. Content authoring, content delivery

Products: WebCenter Content, ATG Commerce, Fusion Middleware

Focusing on WebCenter Content, ATG Commerce, Fusion Middleware applications the integrations here is expected to happen around Fatwire infrastructure. MacMillan insists here that it will not be replacing any Fatwire technologies in these areas, but adding additional Oracle technologies to make them work better.

In particular, he said, the combination of Oracle's enterprise content management technologies from the Stellant acquisition, combined with FatWire and technologies acquired in the recent ATG acquisition, would be particularly strong.

In addition to this, MacMillan says that by combining Fatwire with Fusion Middleware, it will be working in applied high demand web environments.

3. Gadget and user-generated content

Products: WebCenter Portal and WebCenter Connect

In this respect, Oracle is looking at WebCenter content and the ability to manage and use content for the web, as well as integration with WebCenter Connect's social capabilities.

Currently, those social capabilities are largely used inside the firewall. Fatwire, for its part, is largely focused outside the firewalls, providing obvious complementary products.

MacMillan also said it will be “escalating” the management capabilities in Connect and applying them to Fatwire.

Oracle and Fatwire Webcenter.jpg
Oracle and FatWire WebCenter

So specifically, then, what are we likely to see?

Concrete Plans

1. Connecting Content Repositories with the Fatwire Web Environment

MacMillan said that the strategy here is to have a bi-directional connector between Fatwire and WebCenter content, allowing users access to content that is in the unified enterprise content repository, to push required content out into the web environments.

He said it will also use some of the content transformation capabilities that exist on the enterprise content management platform, offering the ability to convert hundreds of native formats into web-ready formats.

An example of this, he said, is that users of the Fusion Middleware business process automation will be able to take the content that is created in the processes send it out into web environments.

2. Predictive Decisioning

Fatwire Engage enables the creation of segments and targeting of content at different clients and client groups. By adding the Real Times Decisions Product, Oracle will be able to high volumes of micro segmenting

This will be combined with multivariate testing -- testing all the options within a range of possibilities that will add considerable power to Engage’s capabilities.

This will also fit in well with Seibel Marketing, using data that already exists in Siebel for detailed segmenting. That information includes customer profile information, purchase information and, combined with Fatwire, will provide inbound and out bound lead generation possibilities.

3. ATG Combinations

Together, Fatware and ATG offer a combination of dynamic and rich e-commerce and web together, as well as the management product information within ATG.

As an example, MacMillan cites large retail outlets online.  They often have hundreds of thousands of products and product information, all of which needs to be managed somewhere. He said there are already companies that bought Fatwire and ATG as separate products before the acquisitions and are using them together.

4. Gadget Server

Offers the ability to take sets of information and content-functionality that can be provided in a web channel and then across multiple channels and I think there is some incredible technology here around the Gadget server.

Oracle, WEM

Oracle has been busy in the web engagement space for some time and, with the addition of FatWire, will be able to offer its clients a customer experience management solution that will drive customer retention and loyalty through across web, mobile and social channels.

It also fits nicely into Oracle’s existing portfolio of applications, including its Customer Relationship Management and ATG Web Commerce, which it bought in November last for US$ 1 billion.

This is only the start of what will be on offer in the future, MacMillan says, and it seems like that there will be a lot more integrations on the way, along the same lines.