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the Free CMSWire NewsletterSince 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.
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.
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